The Impact of Influencer Marketing on Brand Awareness An Analytical Study at Asiacell Telecom Company

Abstract

The objective of research was to identify and analyze the relationship between influencer marketing in its various dimensions (influencer credibility, information quality, and the relationship between the product and the influencer) and the dependent variable of brand awareness in its various dimensions (brand knowledge and brand recall).  The research problem lies in the lack of clarity regarding the nature of the relationship and impact between the dimensions of influencer marketing at Asia Cell Telecommunications, The research was based on the main hypothesis that “influencer marketing has a significant impact on brand awareness.” Data was collected using a questionnaire based on a five-point Likert scale from a random sample of 214 employees working within the company. Descriptive and analytical statistical methods such as linear regression and correlation coefficients were used. The results showed that the quality of information provided by influencers is the most influential factor in enhancing brand awareness. The most important conclusion was that influencer marketing has a positive, strong, and statistically significant effect on brand awareness. Based on this, the study recommends that influencers be required to provide sufficient and comprehensive details about products and avoid superficial content in order to enhance brand knowledge, which was rated as average, and improve content quality as a critical component of awareness.