ANALYSIS OF THE EFFECTIVENESS OF INFLUENCER MARKETING IN INCREASING BRAND ENGAGEMENT ON SOCIAL MEDIA
Keywords:
Influencer marketing, brand engagement, social mediaAbstract
Influencer marketing has become an increasingly popular marketing strategy in the digital era, especially in increasing brand engagement on social media. This research aims to analyze the effectiveness of influencer marketing in building brand engagement with consumers through a literature review. The method used is a systematic literature review, by collecting and analyzing various relevant previous research from scientific journals, articles and research reports. The study results show that influencer marketing is able to increase brand engagement through interactions that are more personal, authentic and trustworthy compared to traditional marketing methods. The main factors that influence its effectiveness include selecting influencers based on engagement rate, suitability to the target audience, and the social media platform used. Even though it has great potential, influencer marketing also faces several challenges, such as a lack of credibility due to excessive promotion, the risk of controversy that can damage the brand image, and a mismatch between the influencer and the target audience. Therefore, the success of this strategy really depends on selecting the right influencer, transparency in promotion, and creativity in the content presented. By understanding these factors, companies can maximize the potential of influencer marketing in increasing brand engagement and building consumer loyalty.
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