Effect of Social Media Influencers and Celebrity Endorsers on Brand Loyalty through Brand Image. Dhruv SAINI 1* , Megha SHARMA 1 , Sharad GUPTA 1 , Harsh VERMA 2 1 Delhi School of Business, 2 Faculty of Management Studies, University of Delhi *corresponding author Abstract Celebrity endorsers (CE) have been part of advertising strategy for a long time. With the rising focus on social media, Social media influencers (SMI) have become important in last decade and thus find increasing importance in advertising strategies. Both CEs and SMIs influence consumer decision making. Both these have impact of brand image and brand loyalty. This study aims at developing a model of relationships among CEs, SMIs, brand image, and brand loyalty. Through literature survey and multiple industry examples, we showcase that there are multiple pathways through which CEs and SMIs impact brand loyalty. First is the direct path through which CEs and SMIs separately lead to brand loyalty and the second pathway is mediated by the brand image, wherein both CEs and SMIs separately improve the brand image and this brand image in turn improves the brand loyalty. Important managerial implications and multiple directions for future research conclude this article. This material is presented to ensure timely dissemination of scholarly and technical work. Copyright and all rights therein are retained by authors or by other copyright holders. All persons copying this information are expected to adhere to the terms and conditions invoked by the Journal and each author's copyright. In most cases, these works may not be reposted without the explicit permission of the copyright holder. This version of the referenced work is the pre-print version of the article —it is NEITHER the final published version NOR the corrected proof. If you would like to receive the final published version, you can contact the publisher’s website and order the final version there. Moreover, you may send a request to any of the authors and we may send you the latest version for your personal use depending on copyright conditions. References for this work are: APA Saini, D., Sharma, M., Gupta, S., & Verma, H. (2021, forthcoming). Effect of Social Media Influencers and Celebrity Endorsers on Brand Loyalty through Brand Image. EEL.