The Impact Of Influencer Marketing On Brand Perception

Abstract

Influencer marketing has emerged as an effective strategy for organizations to engage with their target consumers and shape their brand views. This study examines the influence of influencer marketing on brand perception by analysing customer responses to items suggested by influencers. A systematic survey was conducted with one hundred participants to assess their perspectives, trust levels, and purchasing intentions for companies promoted by influencers. This research employs statistical tests, including regression analysis and chi-square testing, to ascertain the relationship between influencer marketing and brand perception. The findings indicate that influencer marketing significantly influences customer attitudes, with authenticity, trustworthiness, and relatability as key factors in this process. The regression study results demonstrate a substantial positive correlation between influencer credibility and customer trust in the brand. This underscores the importance of choosing the right influencers for brand endorsements. The chi-square test findings indicate that demographic factors such as age and gender affect the extent to which influencer marketing shapes consumer brand perception.  The study also examines the challenges associated with influencer marketing, including concerns around transparency and the potential for misleading endorsements of products. Although influencer marketing enhances brand awareness and engagement, consumers may develop negative perceptions of the firm if it is perceived as inauthentic or participates in excessive promotion. This study's findings underscore the necessity for firms to combine promotional content with authentic influencer partnerships to sustain customer trust over time. This study contributes to the growing literature on digital marketing by providing actual evidence on the effectiveness of influencer marketing in changing brand perception. To effectively utilize influencer collaboration, the findings furnish marketers, advertisers, and brand strategists with essential data that may enhance their initiatives. Future research may expand the sample size and examine industry-specific variables to enhance the generalizability of the results.