The Impact of Influencer Marketing on Brand Awareness and Customer Trust

This study investigates the effect of influencer marketing on brand awareness and customer trust in the context of social media platforms. Using a quantitative approach, data was collected through a structured online survey to assess perceptions of influencer credibility, authenticity, and their influence on consumer decisions. Findings suggest that authenticity, product awareness, and influencer transparency significantly impact consumer confidence in endorsed products. The study underscores the strategic value of influencer marketing in digital branding and offers recommendations for businesses to optimize their influencer collaborations.