The Effect of Influencer Marketing on Brand Awareness

With the advancement of social media platforms and the many opportunities on the internet, there is an increase/transformation on methods of how brands can achieve awareness in a market that is very competitive. Many brands worldwide are using social media as a platform to boost awareness through influencer marketing. This form of marketing is especially effective to target specific audiences as influencers have already built their base of followers in social media channels where they can attract potential brand consumers, and where they have already created their base of loyal consumers. Moreover, influencers can impact the chain of transmitting the information since they can promote specific brands to other groups of followers and this kind of commitment can generate buzz marketing which for nowadays digital generations is considered as word-of-mouth marketing. This paper aims to provide a general understanding of how influencers through social media can help brands raise awareness in large audiences. This paper will analyze secondary data from different verified reports and papers relevant to the topic. The results show that the long-term collaboration of brands with social media influencers has created many opportunities for a positive perception of brands in large audiences