https://journal.adpebi.com/index.php/ijibr <p><strong>ISSN 2827-9018</strong><br /><strong>Abbreviated: IJIBR</strong><br /><strong>Frequency: February &amp; August </strong><br /><strong>DOI Prefix: 10.54099/ijibr</strong><br /><strong>Editor-in-Chief: Ibrahim Tijjani Sabiu, PhD.</strong><br /><strong>Index: Copernicus Intenational, Googgle Scholar, Dimension, Garuda</strong></p> <p><strong>Article Processing Charge (APC): IDR 500,000.00 - IDR 1.500.000</strong></p> Asosiasi Dosen Peneliti Ilmu Ekonomi dan Bisnis Indonesia en-US International Journal of Indonesian Business Review 2827-9018 https://journal.adpebi.com/index.php/ijibr/article/view/1307 <p><strong>Purpose – </strong>According to the difference in the strength of the brand and the extent of its acceptance in the markets on which the company relies on developing its trademark and increasing its impact in the targeted markets. The company's ability to entice customers is determined, and one of the mechanisms that some companies follow is investing in influential people to increase the acceptance and dissemination of the brand. This study aims to measure the direct impact of the brand in attracting customers and indirect influence through the mediation of the use of influencers.</p> <p><strong>Methodology/approach –</strong> an electronic questionnaire was used as main instructions to collect data of Iraqi tourism companies in the capital, Baghdad, and the sample size (396) respondents. and the study approach is the descriptive analytical study</p> <p><strong>Findings – </strong>The brand of banks affect the attraction of customers, and the effect increases with the presence of the intermediate role of influencers.</p> <p><strong>Novelty/value –</strong>&nbsp; This research explores the impact of branding on customer attraction through influencers in Iraq's tourism sector, an underexplored area. It fills a gap by analyzing how brand identity enhances influencer marketing effectiveness, offering practical insights for tourism companies to strengthen market positioning.</p> Basheer Ismail Mahmoud Mohammed Yahya Hadi Yasmin Khudair Abbas Doori Copyright (c) 2025 Basheer Ismail Mahmoud, Mohammed Yahya Hadi, Yasmin Khudair Abbas Doori https://creativecommons.org/licenses/by-nc/4.0 2025-08-14 2025-08-14 4 2 137 144 10.54099/ijibr.v4i2.1307