Effective of influencer marketin

Influencer marketing has emerged as a dominant strategy in digital marketing, enabling brands to connect with consumers through trusted social media personalities.This study explores the effectiveness of influencer marketing in shaping consumer perceptions and purchase behavior, particularly among younger demographics.By leveraging the authenticity and credibility of influencers, brands can create more engaging and relatable promotional content.The research employs a descriptive design with a sample of 102 respondents, primarily consisting of young adults.Statistical tools such as ANOVA, correlation, and chi-square tests were used to analyze the relationship between social media engagement and consumer purchasing decisions.The findings indicate that while influencer marketing significantly impacts consumer awareness and attitudes, the effectiveness does not differ notably across youth age groups.The study contributes valuable insights into optimizing influencer collaborations for enhanced brand engagement in the digital era.