Social Media Influencers: Evaluating Their Effectiveness in Brand Marketing

Abstract

Influencer marketing has emerged as a dominant force in today’s ever-changing marketing landscape.Social media influencers have arisen as essential players in modern brand marketing. By the rapid growth of digital media, consumers rely more on influencer’s suggestions in this age. This thesis explores the mechanisms through which influencers drive consumer engagement and brand loyalty, evaluates their effectiveness in achieving marketing objectives, and identifies both opportunities and challenges in leveraging influencers for brand promotion. Sketching on existing literature, case studies, and primary data collection, this research offers a nuanced understanding of the influencer marketing network and its implications for brands in various industries.The data was composed from 205 respondents via digital survey questionnaire which included males and females.The research identifies five key factors: consumer purchase decisions, influencer characteristics, trust factor, emotional connection, and brand fit. The study revealed that SMIs have positive influence on consumers purchase decision. Study also reveals that influencer’s characteristics play positive impact on consumers. Consumers also showed trust on SMIs and brands that SMIs promote. While there was no impact of emotional connection between consumers and SMIs. Consumers do believe that it is important to choose correct SMI for promotion of products that perfectly aligns with their image and brands identity. This study provides valuable insights to marketers for developing future strategies for consumers.