Year: 2024
Type: article
Abstract: In the ever-changing digital landscape, brands are increasingly turning to influencer marketing as an alternative to traditional advertising methods. This study delves into the effectiveness of influencer marketing in comparison to traditional advertising techniques, including television, radio, and print. By analyzing consumer engagement, brand recall, trust, and return on investment (ROI), the research seeks to understand the impact of influencer marketing on brand perception and purchasing decisions. The study incorporates a mix of survey data, case studies across various sectors. However, the effectiveness of influencer marketing varies across industries, target audiences, and the type of influencers employed (micro vs. macro- influencers). While traditional advertising remains valuable for reaching broad, diverse audiences, the research highlights that influencer marketing shines in niche markets and building long- term customer loyalty. This paper concludes with recommendations for marketers on how to enhance both approaches for a cohesive integrated marketing strategy.
Authors: R. Ganeshkumar, S. Lokeshkumar
Institution: Sri Sairam Engineering College
Language: English
Subfield: Sociology and Political Science
Field: Social Sciences
Domain: Social Sciences
Open Access status: diamond
OpenAlex ID: W4408416032