The Impact of Influencer Marketing on Brand Perception and Sales

Abstract

Influencer marketing has emerged as a prominent strategy in the digital marketing landscape, leveraging the reach and credibility of social media personalities to enhance brand perception and drive sales. This paper examines the mechanisms through which influencer marketing impacts consumer attitudes toward brands and the subsequent effect on purchasing behavior. Through a review of existing literature and case studies, this research highlights the effectiveness of influencer collaborations and the factors that contribute to their success.