INFLUENCER MARKETING: ASSESSING ITS EFFECTIVENESS ON BRAND PERCEPTION.

INFLUENCER MARKETING: ASSESSING ITS EFFECTIVENESS ON BRAND PERCEPTION.

Abstract:
In recent years, influencer marketing has emerged as a prominent strategy for brand promotion and engagement in the digital era. This study aims to assess the effectiveness of influencer marketing in shaping brand perception among consumers. By examining the impact of influencers on brand perception, this research seeks to provide valuable insights for marketers and brands seeking to optimize their marketing efforts.

The study will utilize a mixed-methods approach, combining qualitative and quantitative research methods. Firstly, in-depth interviews will be conducted with both consumers and influencers to gain a comprehensive understanding of their perspectives on influencer marketing and its impact on brand perception. These interviews will explore factors such as trust, credibility, authenticity, and relatability, which are crucial for successful influencer-brand collaborations.

Following the qualitative phase, a quantitative survey will be administered to a diverse sample of consumers. The survey will measure various dimensions of brand perception, including brand awareness, brand image, brand loyalty, and purchase intention. Participants will be presented with scenarios featuring different influencer-brand collaborations, allowing for a comparison of the effectiveness of various influencer marketing strategies.

The data collected from the interviews and surveys will be analyzed using appropriate statistical methods, such as regression analysis and factor analysis, to identify the significant factors influencing brand perception. The findings will shed light on the role of influencers in shaping consumer attitudes and perceptions towards brands, as well as the factors that contribute to the success or failure of influencer marketing campaigns.

The research outcomes will provide practical recommendations for marketers and brands on how to effectively leverage influencer marketing to enhance brand perception. Additionally, it will contribute to the existing body of knowledge in the field of digital marketing by offering insights into the dynamics of influencer-consumer relationships and their impact on brand perception.

In conclusion, this study aims to assess the effectiveness of influencer marketing on brand perception, bridging the gap in current research by investigating the underlying mechanisms and factors involved in influencer-brand collaborations. The findings will enable marketers to develop evidence-based strategies for maximizing the benefits of influencer marketing and fostering positive brand perceptions among consumers.

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