ABSTRACT: This study looks at the impact of influencer marketing on brand awareness among young people, especially how social media influencers can affect the way people recognize, understand and perceive different brands. Platforms such as Instagram, YouTube, Snapchat and other social media apps have changed the way brands connect with young consumers. Today, influencers often promote products through reviews, demonstrations, short videos, sponsored posts and personal recommendations. Young people are one of the major audiences on social media, which makes them an important group for brands to target. This study focuses on factors such as influencer credibility, quality of content, audience engagement, authenticity and sponsored recommendations, and how these factors can influence brand awareness. The research is based on secondary sources along with a proposed primary survey of college students. Based on the literature reviewed, influencer marketing can help brands increase their visibility and make consumers more familiar with a brand or product. However, simply seeing a product through an influencer does not always mean that a person will buy it. Factors such as trust in the influencer, product quality, price, relevance of the recommendation and whether the sponsorship is clearly mentioned can also affect a consumer’s final decision.
KEYWORDS: Influencer Marketing, Brand Awareness, Youth Consumers, Social Media Marketing, Influencer Credibility, Digital Marketing, Consumer Behaviour, Brand Engagement, Purchase Intention, Sponsored Content
THE IMPACT OF INFLUENCER MARKETING ON BRAND AWARENESS AMONG YOUTH
MR.AFRIDI HUSSAIN, DR.SUNITA VIJESH YADAV