Impact of Influencer Marketing on Brand Perception

Influencer marketing has become a transformative force in modern marketing, significantly influencing brand perception and consumer behaviour by leveraging the trust and credibility of individuals with substantial online followings. This strategy utilises platforms such as Instagram, YouTube, TikTok, and Twitter, where influencers engage in activities like sponsored posts, product reviews, brand collaborations, and live streams. The personal connections that influencers maintain with their audiences make them powerful advocates for brands, enhancing brand awareness, favorability, and purchase intent. This paper examines existing literature to understand the impact of influencer marketing on brand perception, highlighting the roles of influencer credibility, authenticity, and the nature of influencer-brand relationships. Despite challenges like measuring ROI and maintaining authenticity, influencer marketing effectively increases brand visibility and consumer trust. Future research should focus on long-term effects, cultural nuances, and the integration of AI and VR to optimise influencer strategies.