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Effectiveness of Influencer Marketing in Brand Awareness
Subject area: Management and Commerce · Area of research: Marketing Management
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.
How to cite this paper
@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},
doi = {https://doi.org/10.64388/IREV9I6-1712622}
}