Influencer marketing is recognized as an important digital marketing strategy for building brand awareness and customer relationships. The strategy involves the use of popular influencers on social media platforms to create authenticity, customer engagement, and influence customer buying behavior. This study aims to investigate the role of influencer marketing in branding and customer relationship management through the assessment of its effectiveness with quantitative measures and comparative models. The framework is designed to create an effective influencer marketing strategy through the selection process, customer engagement analysis, and CRM integration. The results show that almost 49% of the population is influenced by social media influencers while making buying decisions, indicating the potential use of the strategy 2. The study concludes that the strategy is effective in building customer relationships with the brand, making it an important part of the marketing strategy.
Assistant Professor Akshitha B (Thu,) studied this question.