Published Paper Details:

Influencer marketing has become a key strategy for enhancing brand awareness in India, driven by the increasing use of social media and digital platforms. This paper explores the impact of influencer marketing on brand awareness, focusing on the evolving trends, challenges, and future outlook in the Indian context. Through an in-depth analysis, the paper highlights how brands leverage influencers to target diverse consumer segments, especially through platforms like Instagram, YouTube, and emerging short-form video formats. The study identifies the growing importance of micro and nano-influencers, who offer more authentic engagement, and the role of data analytics in optimizing campaign effectiveness. Despite its success, influencer marketing in India faces challenges such as trust issues, regulatory gaps, and content oversaturation. The paper also discusses the regionalization of campaigns, as brands increasingly focus on vernacular content to engage non-English speaking audiences. Looking ahead, the future of influencer marketing in India appears promising, with advancements in AI and video content expected to shape its evolution. As brands continue to adapt to these changes, influencer marketing will remain a crucial tool for building brand awareness and fostering consumer loyalty.