The Impact of Influencer Marketing on Brand Perception

The growing popularity of social media has revolutionized marketing communication, making influencer marketing a highly visible and attractive marketing tool for brands. The current study examines the effect of influencer attributes on brand perception and purchase intention, with a special focus on the psychological aspects of credibility and authenticity. A quantitative research approach was employed, and primary data were gathered from 145 frequent social media users using a structured questionnaire. The data were analyzed using reliability analysis, exploratory factor analysis, and Pearson correlation analysis.

The results of reliability analysis showed acceptable internal consistency (Cronbach’s alpha = 0.734). The Kaiser-Meyer-Olkin value of 0.794 and significant Bartlett’s test confirmed the appropriateness of the data for factor analysis. The results showed a two-factor solution for perceived credibility and perceived authenticity. Correlation analysis showed a combination of strong, moderate, and weak positive correlations among influencer traits, brand perception, and purchase intention. Some of these correlations were found to be statistically significant, suggesting that perceptions of transparency, consistency, and authenticity play an important role in influencing consumer attitudes and intentions.

The study concludes that the effectiveness of influencer marketing is more dependent on the psychological assessment of credibility and authenticity by consumers than mere visibility.