The effectiveness of advertising campaigns on social media in influencing consumers purchasing decisions: Brand Image.

Résumé

Abstract

Our study examines the impact of influencer marketing on brand image. With social media's rise, this strategy has gained momentum, aiming to align brands with values and lifestyles that resonate with target audiences. Despite its popularity, the effectiveness of influencer marketing remains debated.

The study proposes three hypotheses regarding the influence of marketing on brand image and examines the role of influencer reputation and authenticity.

We employed a quantitative method, selecting 245 social media users to complete standardized online questionnaires. Data analysis utilized statistical techniques for objectivity. Using the skincare brand Nivea as a case study, the research investigates how influence marketing strategies affect consumer perceptions.

Our findings show that influencer marketing can enhance brand image, increasing awareness and positive perceptions, provided influencers are seen as authentic and credible. These insights contribute to the ongoing discussion on the efficacy of influencer marketing.

This research contributes to understanding the dynamics between influence marketing and brand image in the modern marketplace.

Keywords: Influence marketing, Social media, Brand image, Advertising campaigns