This study examined the relationship between social media influencers and the brand image of the Uganda Broadcasting Corporation (UBC), Kampala. As audiences increasingly migrate to digital platforms and place trust in influential online personalities, media organisations have turned to influencer marketing to shape public perception. The study investigated how influencer credibility, content quality, audience engagement, and influencer–brand fit relate to UBC's brand image. A cross-sectional survey design with a mixed-methods approach was adopted, and data were collected from 200 respondents comprising UBC audiences, marketing staff, and social media followers using structured questionnaires and interviews. Descriptive statistics, Pearson correlation, and regression-based path analysis were used. The results revealed a strong positive and significant relationship between social media influencers and brand image (r = 0.65, p < 0.01), with the influencer dimensions jointly explaining 61.0% of the variance in brand image (R² = 0.610). Influencer credibility and content quality emerged as the strongest predictors. The study concludes that social media influencers significantly shape UBC's brand image and recommends strategic selection of credible, well-aligned influencers and investment in high-quality content.