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网红营销对品牌认知的影响。该研究综合了多篇探讨社交媒体网红对品牌认知、品牌形象以及赞助内容信任度影响的研究成果。研究结果显示，社交媒体网红在提升品牌认知度和形象，以及构建消费者对其推广内容的信任方面具有显著影响。那些具有高信誉度的网红能够与他们的受众建立更紧密的关系，从而增加消费者的购买意愿。品牌认知在影响购买意愿方面扮演着重要的中介角色，这表明有效的网红营销策略可以增强消费者对推广产品的购买欲望。这些发现强调了在当今社交媒体时代，选择合适的网红和有效的沟通策略以最大化营销影响力的必要性。