DIGITAL BASE MARKETING STRATEGIES: REVIEW INFLUENCER AND THEIR IMPACT BRAND AWARENESS

This research explores the impact of influencer marketing on brand awareness in the digital era. This study integrates findings from various articles discussing the influence of social media influencers on brand awareness, brand image, and trust in sponsored content. The research results show that social media influencers have a significant influence in increasing brand awareness and image, as well as building consumer trust in the content they promote. Influencers who have high credibility are able to form stronger relationships with their audience, which in turn increases consumer purchase intentions. Brand awareness acts as an important mediator in influencing purchase intentions, which shows that an effective influencer marketing strategy can increase consumers' desire to purchase promoted products. These findings emphasize the importance of selecting the right influencers and effective communication strategies to maximize marketing impact in today's social media era.

本研究探讨了数字时代下网红营销（Influencer Marketing）对品牌知名度的影响。本研究整合了多篇探讨社交媒体网红对品牌知名度、品牌形象及品牌赞助内容信任度影响的学术文献的研究成果。研究结果表明，社交媒体网红在提升品牌知名度与品牌形象、构建消费者对其所推广内容的信任方面具有显著影响。具备高可信度的网红能够与其受众建立更为紧密的联结，进而提升消费者的购买意向。品牌知名度在影响购买意向的路径中发挥着重要的中介作用，这表明有效的网红营销策略能够提升消费者对推广产品的购买意愿。上述研究结果凸显了在当前社交媒体时代，甄选合适的网红与制定高效沟通策略以最大化营销影响力的重要性。