Effectiveness of Influencer Marketing in Brand Awareness

• Author(s): M. Eswara Kumar; Dr. T.V.S.S. Swathi
• Paper ID: 1712622
• Page: 545-548
• Published Date: 08-12-2025
• Published In: Iconic Research And Engineering Journals
• Publisher: IRE Journals
• e-ISSN: 2456-8880
• Volume/Issue: Volume 9 Issue 6 December-2025
• DOI: https://doi.org/10.64388/IREV9I6-1712622

Abstract

Influencer marketing has become a strong digital strategy for brands wanting to boost visibility, credibility, and consumer engagement. As people turn to social media personalities for product recommendations, brands are investing a lot in partnerships with influencers on platforms like Instagram, YouTube, and TikTok. This study examines how influencer traits, content quality, audience engagement, and trust affect brand awareness. Results from a structured survey show that authenticity, expertise, and regular communication from influencers greatly improve brand recall and recognition. However, issues like inflated follower counts, lack of transparency, and high campaign costs limit marketing effectiveness. The study concludes that influencer marketing can be very effective for brand awareness if it uses credible influencers and data-driven planning.

Keywords

Influencer marketing, brand awareness, digital marketing, consumer behavior, social media strategy, trust, and engagement.

Citations

IRE Journals:
M. Eswara Kumar, Dr. T.V.S.S. Swathi "Effectiveness of Influencer Marketing in Brand Awareness" Iconic Research And Engineering Journals Volume 9 Issue 6 2025 Page 545-548 https://doi.org/10.64388/IREV9I6-1712622

IEEE:
M. Eswara Kumar, Dr. T.V.S.S. Swathi "Effectiveness of Influencer Marketing in Brand Awareness" Iconic Research And Engineering Journals, vol. 9, no. 6, Dec. 2025, doi: https://doi.org/10.64388/IREV9I6-1712622

APA:
M. Eswara Kumar, Dr. T.V.S.S. Swathi (2025). Effectiveness of Influencer Marketing in Brand Awareness. Iconic Research And Engineering Journals, 9(6). doi: https://doi.org/10.64388/IREV9I6-1712622

MLA:
M. Eswara Kumar, Dr. T.V.S.S. Swathi "Effectiveness of Influencer Marketing in Brand Awareness" Iconic Research And Engineering Journals, vol. 9, no. 6, Dec. 2025. Crossref, https://doi.org/10.64388/IREV9I6-1712622

BibTeX

@article{1712622,
author = {M. Eswara Kumar, Dr. T.V.S.S. Swathi},
title = {Effectiveness of Influencer Marketing in Brand Awareness},
journal = {Iconic Research And Engineering Journals},
year = {2025},
volume = {9},
number = {6},
pages = {545-548},
issn = {2456-8880},
url = {https://www.irejournals.com/formatedpaper/1712622.pdf},
abstract = {Influencer marketing has become a strong digital strategy for brands wanting to boost visibility, credibility, and consumer engagement. As people turn to social media personalities for product recommendations, brands are investing a lot in partnerships with influencers on platforms like Instagram, YouTube, and TikTok. This study examines how influencer traits, content quality, audience engagement, and trust affect brand awareness. Results from a structured survey show that authenticity, expertise, and regular communication from influencers greatly improve brand recall and recognition. However, issues like inflated follower counts, lack of transparency, and high campaign costs limit marketing effectiveness. The study concludes that influencer marketing can be very effective for brand awareness if it uses credible influencers and data-driven planning.},
keywords = {Influencer marketing, brand awareness, digital marketing, consumer behavior, social media strategy, trust, and engagement.},
month = {December}
}