Influencer Marketing and Its Effectiveness on Brand Awareness Among Young Consumers in Vijayawada

Author

Dr. R. Pradeep Kumar Patnaik and Tamma Supriya


Abstract

 Thus influencer marketing is a type of digital marketing in which brands communicate with consumers via social media content producers, opinion leaders and social media personalities. With the increased popularity of social sites like Facebook, YouTube, Instagram and other social media sites, influencers have more opportunities to generate awareness of brands and their offerings among young consumers. This study aims to know how influencer marketing can generate better brand awareness among young consumers of Vijayawada. Influence of influencer credibility, content quality, authenticity, influencer engagement and influencer-brand fit towards branding awareness of young consumers. Quantitative Descriptive survey research. Primary data is collection through structured questionnaire from young social media users of Vijayawada by using five points Likert scale. The analyzes of data can be done through the methods such as Descriptive analysis, Reliability analysis, Correlation and regression analysis. Influence of influencers as well as contents on marketing has been varied in various studies. Influencers, content and consumer-related features of variables have been found to affect marketing effectiveness, but the effects seem to vary across the different contexts. A recent meta-analysis of 251 studies indicated that influencer-related, post-related and follower-related factors contributed to influencer-marketing effectiveness, but source credibility and social identity proved to be powerful influencers. The present study provides a more localized viewpoint by studying the attitude of young consumers of Vijayawada and can help to find out how influencer marketing can be made more effective for generating brand awareness.



Keywords

Influencer Marketing, Brand Awareness, Young Consumers, Social Media, Influencer Credibility, Content Quality, Vijayawada, Digital Marketing



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References


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