THE EFFECTIVENESS OF INFLUENCER MARKETING IN THE DIGITAL AGE

Abstract

In the rapidly evolving landscape of digital marketing, influencer marketing has emerged as a prominent strategy for brands seeking to engage with their target audiences. This review research paper explores the effectiveness of influencer marketing in the context of the digital age, examining its impact on consumer behavior, brand awareness, and overall marketing strategies. The study synthesizes findings from a comprehensive review of existing literature, encompassing both academic research and industry reports.