IMPACT OF INFLUENCER MARKETING ON BRAND REPUTATION MANAGEMENT
DOI:
https://doi.org/10.29121/shodhkosh.v5.i6.2024.3861Keywords:
Influencer Marketing, Brand Reputation, Consumer Behavior, Social Media, Audience Engagement, Digital MarketingAbstract [English]
In the digital era, influencer marketing has emerged as an important strategy for influencing brand reputation. As social media platforms become hubs for consumer connection, businesses are increasingly collaborating with influencers to foster trust, authenticity, and loyalty among their audiences. The purpose of this research is to assess the impact of influencer marketing on brand reputation management using a sample size of 180 participants. A systematic questionnaire was used to collect quantitative data on trustworthiness, content quality, audience engagement, and brand perception. The findings provide light on the effect of influencer marketing on consumer behavior and brand reputation, with valuable implications for marketers looking to develop successful strategies.
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Copyright (c) 2024 Dr. Pradnya Bhandare, Dr. Pratap Vasantrao Pawar
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