The Role of Social Media Influencer Advertising in Increasing Brand Awareness

Abstract

Marketing strategies that use influencer services are considered effective in increasing brand awareness because they can contribute to promoting brands with unique images and characteristics, and have a great influence on consumers. The purpose of this study is to determine how much influence advertising done by influencers in increasing brand awareness and purchasing decisions. The research method uses a literature review approach by utilizing information from previous research. The results showed that the use of influencers is a marketing strategy that is considered effective in increasing brand awareness where influencers can present posts for the promotion of a brand with their own image and characteristics that can have a major impact on consumer decisions.