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The Effectiveness of Influencer Marketing in Enhancing Brand Sales Performance

Prajjwal Dubey

Amity University, Chhattisgarh

Dr. Niranjan Deo Pathak

Assistant Professor

Amity University, Chhattisgarh

Abstract:

In the evolving digital landscape of the fashion industry, influencer marketing has emerged as a powerful tool for shaping brand image and enhancing trustworthiness. This study explores how strategic collaborations with social media influencers impact consumer perceptions, drive engagement, and ultimately influence purchasing behavior. Leveraging both qualitative and quantitative methods, including surveys and secondary research, the study identifies key factors such as authenticity, relatability, and audience alignment as critical to the success of influencer-brand partnerships. Findings reveal that influencer marketing not only fosters direct connections with target audiences but also

significantly enhances brand visibility, credibility, and loyalty. The research highlights the increasing reliance on influencer-driven content in comparison to traditional advertising and underlines the importance of maintaining transparency and strategic alignment to maximize return on investment. Despite its benefits, challenges such as measuring ROI, ensuring content authenticity, and platform dependency are also discussed. Overall, the study contributes to a deeper understanding of influencer marketing’s role in contemporary brand strategy and offers actionable insights for fashion marketers aiming to harness its full potential.