A STUDY ON EXPLORING THE CONTRIBUTION OF INFLUENCER MARKETING TO BRAND AWARENESS AND PROFITABILITY

The purpose of this study is to examine the contribution of influencer marketing to brand awareness and profitability. With the rapid growth of social media platforms, influencer marketing has become one of the most effective digital marketing strategies used by organizations to engage consumers, enhance brand visibility, and influence purchasing behavior. The study evaluates consumer perceptions regarding influencer credibility, content engagement, brand recognition, and purchase decisions. A descriptive and causal research design was adopted. Primary data were collected through a structured questionnaire from social media users who actively follow influencers. The findings reveal that influencer marketing significantly improves brand awareness, increases consumer engagement, and positively influences purchase intentions. The results further indicate that influencer recommendations contribute to consumer trust and can enhance organizational profitability through increased sales and brand loyalty. The study provides valuable insights for marketers seeking to optimize influencer partnerships and demonstrates the growing importance of influencer marketing in the digital business environment.