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International Journal of Creative and Open Research in Engineering and Management

A Peer-Reviewed, Open-Access International Journal Supporting Multidisciplinary Research, Digital Publishing Standards, DOI Registration, and Academic Indexing.
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ISSN: 3108-1754 (Online)
Crossref DOI: Available
ISO Certification: 9001:2015
Publication Fee: 599/- INR
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License: CC BY 4.0
Peer Review: Double Blind
Volume 02, Issue 05

Published on: May 2026

EFFECT OF INFLUENCER MARKETING ON BRAND AWARENESS

MOHD Sahil

Mona Sharma

School of Business Management Noida International University
DOI:https://doi.org/10.55041/ijcope.v2i4.1023

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Plagiarism Passed Peer Reviewed Open Access

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Abstract

The rapid growth of social media has transformed traditional marketing practices, giving rise to influencer marketing as a powerful promotional strategy. This study examines the effect of influencer marketing on brand awareness from a consumer perspective. It explores how influencers, through their credibility, relatability, and online presence, shape consumer perceptions and enhance brand visibility. The research highlights the shift from conventional advertising to more personalized and interactive forms of communication, where consumers increasingly rely on recommendations from social media influencers rather than traditional media channels.

The study also analyzes consumer behavior across various investment sectors, identifying how influencer-driven content impacts awareness, trust, and decision-making. Using a structured methodology, the research evaluates factors such as influencer authenticity, content quality, engagement levels, and platform effectiveness. The findings suggest that influencer marketing significantly contributes to increasing brand awareness and plays a crucial role in influencing consumer attitudes and preferences.

Overall, the study concludes that influencer marketing is an effective tool for modern businesses to connect with target audiences, especially in digitally driven markets. It provides valuable insights for marketers to design impactful strategies and leverage influencer partnerships to enhance brand positioning and consumer engagement.

How to Cite this Paper

Sahil, M. (2026). Effect of Influencer Marketing on Brand Awareness. International Journal of Creative and Open Research in Engineering and Management, <i>02</i>(05). https://doi.org/10.55041/ijcope.v2i4.1023

Sahil, MOHD. "Effect of Influencer Marketing on Brand Awareness." International Journal of Creative and Open Research in Engineering and Management, vol. 02, no. 05, 2026, pp. . doi:https://doi.org/10.55041/ijcope.v2i4.1023.

Sahil, MOHD. "Effect of Influencer Marketing on Brand Awareness." International Journal of Creative and Open Research in Engineering and Management 02, no. 05 (2026). https://doi.org/https://doi.org/10.55041/ijcope.v2i4.1023.

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References


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  • •Peer Review Type: Double-Blind Peer Review
  • •Published on: May 03 2026
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