The Role of Influencer Marketing in Brand Building

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Ashish Mishra, Mamta Manshani, Neha Jain, Nipun Agrawal

Abstract

This study investigates the role of influencer marketing in building brand awareness and loyalty, with a focus on understanding the effectiveness of influencer campaigns among consumers in Bhopal. Using a quantitative approach, data was collected from 203 respondents through a structured questionnaire. The study examines key variables such as brand perception, loyalty, and the influence of ongoing partnerships between brands and influencers. Findings reveal that influencer endorsements significantly impact consumer perception and brand loyalty, with a notable positive correlation between influencer partnerships and consumer engagement. Instagram and YouTube emerged as the most commonly used platforms for influencer interactions, highlighting their importance in digital marketing strategies.


The study's results indicate that younger demographics, particularly those aged 25-34, are most engaged with influencers, suggesting that targeted influencer campaigns could be particularly effective with this age group. The majority of respondents reported positive perceptions of brands endorsed by influencers, and a significant portion indicated that such endorsements have influenced their purchasing decisions. However, the study also identifies limitations, including a limited sample size and geographic focus, which may affect the generalizability of the findings.


Future research directions are proposed, including longitudinal studies to track changes over time, comparative studies across different regions, and a deeper exploration of the impact of various types of influencers and emerging social media platforms. The study concludes with practical recommendations for brands to leverage influencer partnerships effectively, emphasizing the importance of authenticity and targeted strategies in enhancing brand loyalty and perception.

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How to Cite
Ashish Mishra, Mamta Manshani, Neha Jain, Nipun Agrawal. (2025). The Role of Influencer Marketing in Brand Building . European Economic Letters (EEL), 15(1), 1161–1183. https://doi.org/10.52783/eel.v15i1.2494
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