DIGITAL BASE MARKETING STRATEGIES: REVIEW INFLUENCER AND THEIR IMPACT BRAND AWARENESS
Description
This research explores the impact of influencer marketing on brand awareness in the digital era. This study integrates findings from various articles discussing the influence of social media influencers on brand awareness, brand image, and trust in sponsored content. The research results show that social media influencers have a significant influence in increasing brand awareness and image, as well as building consumer trust in the content they promote. Influencers who have high credibility are able to form stronger relationships with their audience, which in turn increases consumer purchase intentions. Brand awareness acts as an important mediator in influencing purchase intentions, which shows that an effective influencer marketing strategy can increase consumers' desire to purchase promoted products. These findings emphasize the importance of selecting the right influencers and effective communication strategies to maximize marketing impact in today's social media era.