I am certainly not an expert and here I will only give some of my thoughts on the questions you raised and I will do it in the form of a story that will, I hope, touch at least partially every of the questions you raised on the general principles of exponentiation when we are exponentiating in the field of real and complex numbers.
First, I hope that you are aware that the exponential function (let us say which is defined over the real numbers) have its Taylor series representation which is $\exp(x)=e^x=\sum_{n=0}^{\infty}\frac {x^n}{n!}$.
Now, we will write exactly the same representation of the exponential function in the following way $e^x=\lim_{n \to \infty}\sum_{i=0}^{n}\frac{x^i}{i!}$.
So, basically, exponential function $e^x$ is really, viewed in this way, just the limit of the sequence of polynomials $P_n(x)=\sum_{i=0}^{n}\frac{x^i}{i!}$.
So, if you would really like to know in what way does exactly the exponential function deforms the real line then the answer is, clearly, dependent on what piece of the real line do you want to investigate, because the exponential function will not do the same thing to some interval $(a,b)$ as it will do to some other interval $(c,d)$ if we have that $a\neq c$ and $b\neq d$.
So, where do we find the reason for such behavior of this function?
The reason is in that that the exponential function is the limit of the sequence of polynomials, and, if we would like to understand what exactly does the exponential function do to some interval $(a,b)$ we could investigate it in such a way that we investigate what every member of the sequence of polynomials which converge to an exponential function do to interval $(a,b)$ and, as the greater is the degree of the polynomial we should have the better picture what will exactly happen in the limit, or, in other words, what will exponential function do to some interval.
When viewed in this way, the physical transformation which is achieved by applying the exponential function on the real line or on some interval is just one out of infinite number of transformations of the real line, because every function which converges to its Taylor series will represent some transformation, and, because every such function is the limit of the sequence of polynomials, and because two polynomials of different degree do two different transformations it could be that some general trivial description of what, in particular, does the exponentiation do to the real line, will not be achievable.
Now, in the complex numbers case, the situation is, from certain perspective, maybe not so esoteric at all.
We have that in the real numbers case the exponential function is equal to its own Taylor series, so we have $e^x=\sum_{n=0}^{\infty}\frac {x^n}{n!}$.
Now, what is the most natural way to define exponential function over the complex numbers?
Well, if we write instead of the real variable $x$ the complex variable $z$ and on the both sides of the expression $e^x=\sum_{n=0}^{\infty}\frac {x^n}{n!}$ do that change we arrive at the expression $e^z=\sum_{n=0}^{\infty}\frac {z^n}{n!}$.
You could ask what did this change of variable do?
Well, the change is in that that we now have as input the point $z=x+yi$ which is the point in the plane and we have as an output the point $e^z=q+wi$ which is also the point in the plane.
And as the real exponential function was the limit of the sequence of polynomials so is complex exponential function, and as the real exponential function deformed subsets of the line the complex exponential function will deform subsets of the plane and in the complex numbers case also will the polynomials of different degree do different change of form, or deformation, of some subset, and the story in the complex numbers case when talking about physical interpretation of the exponentiation are similar when talking about what will the exponentiation of some part of the plane do to that part of the plane? It will do different things which depend on what exactly part of the plane did we choose to investigate.
It could/should be important to be aware that since exponential function both in the real and complex case is limit of the sequence of polynomials that the change of form of some part of the domain set, be it part of the real line in the real numbers case or part of the plane in the complex numbers case, can be approximable to whatever precision we want by some polynomial in the sequence of polynomials that has exponential function as its limit, and so it could be that you should investigate polynomials to gain better understanding of the functions which are limit of them.
I hope that some things are now clearer to you.