This study examined the role of social media influencers in shaping Globacom Nigeria’s brand image among consumers in Abuja. The study identified the types of influencers used by Globacom Nigeria, examined their effect on brand image, assessed their influence on consumers’ perceptions and attitudes, and examined associated challenges. A quantitative cross-sectional survey design was adopted, with data collected from 387 respondents using a structured questionnaire. Data were analysed using descriptive statistics and multiple regression analysis. The findings showed that macro-influencers were the most commonly identified type used by Globacom Nigeria. Inferential results revealed that influencer credibility, authenticity, audience reach and content quality had significant positive effects on brand image, with the model explaining 61.0% of the variance in brand image (R² = 0.610, p < 0.001). Similarly, influencer credibility, authenticity, audience engagement and content relevance significantly influenced consumers’ perceptions and attitudes, explaining 55.7% of the variance (R² = 0.557, p < 0.001). High cost, credibility concerns, difficulty measuring campaign effectiveness, negative publicity and fake followers were the major challenges identified. The study concludes that social media influencers significantly contribute to Globacom Nigeria’s brand image and consumer responses in Abuja. It recommends strategic selection of credible and relevant influencers, continuous monitoring and effective evaluation of influencer campaigns.