INFLUENCER MARKETING: A DESCRIPTIVE STUDY OF ITS EFFECTIVENESS: INVESTIGATE THE IMPACT OF INFLUENCER MARKETING ON BRAND AWARENESS AND CONSUMER ENGAGEMENT

Influencer marketing has emerged as a dominant strategy for brands to engage consumers and drive purchasing decisions. This study examines the impact of influencer marketing on brand awareness, consumer trust, engagement, and purchase intention using secondary data analysis. Key findings indicate that influencer recommendations significantly influence consumer behaviour, with 49% of consumers relying on influencers for purchase decisions and businesses earning an average return of $5.20 per $1 spent. The study also highlights platform-specific trends, showing TikTok's growing dominance and Instagram’s declining usage. While influencer marketing proves effective in boosting engagement and credibility, ethical concerns such as transparency and disclosure remain crucial. Additionally, differences in engagement rates between micro and macro-influencers highlight the need for tailored marketing strategies. The research concludes with recommendations for brands to leverage data-driven strategies, diversify platform use, and maintain authenticity. Future work should incorporate primary data to validate these findings and explore emerging trends like AI-generated influencers and longterm brand loyalty impact.