Author(s) :

Parthiban J, Surendhar.

Volume/Issue :

Abstract :

This study examines the impact of social media influencers on GOTAK's brand awareness. It analyzes how different occupational groups perceive influencer marketing compared to traditional advertising and whether social media usage influences consumer awareness. The research also explores how factors like trust and authenticity affect purchasing decisions. Data collected from respondents provide insights into how influencer marketing strengthens brand recognition. Findings reveal that while influencers play a key role, content relevance and audience interaction also influence consumer perception. The study highlights the importance of selecting the right influencers and platforms to maximize marketing effectiveness. These insights help businesses refine their digital marketing strategies for improved engagement and visibility.

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