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Influencer Marketing Factors Affecting Brand Awareness and Brand Image of Start-up Businesses

Author

Listed:
  • Keith Bonus

    (Student, Marketing Department, University of Santo Tomas College of Commerce and Business Administration, Manila, Philippines)

  • Jasmin Raghani

    (Student, Marketing Department, University of Santo Tomas College of Commerce and Business Administration, Manila, Philippines)

  • John Kenneth Visitacion

    (Student, Marketing Department, University of Santo Tomas College of Commerce and Business Administration, Manila, Philippines)

  • Mary Caroline Castaño

    (Associate. Professor, Marketing Department, University of Santo Tomas College of Commerce and Business Administration, Manila, Philippines)

Abstract

Influencer Marketing has become a trend recently. Influencers have loyal fan bases who trust their taste in products and support them through their endorsements. With the rising number of start-up businesses in the country, this study was conducted to discover whether or not Influencer Marketing affects the brand awareness and reputation of start-up businesses and the consumer's purchasing behavior. The study focused on five Influencer Marketing factors: influencer's online presence, influencer's expertise, content attractiveness, consumer's desire to mimic, and consumer's preferred platform. Using a quantitative research method, the study revealed that all five factors are essential to consumers and have a low to moderate positive relationship with one another. However, only three have a significant impact on increasing the brand awareness and reputation of start-up businesses: Influencer's Online Presence, Consumer's Desire to mimic, and Consumer's Preferred Platform.

Suggested Citation

  • Keith Bonus & Jasmin Raghani & John Kenneth Visitacion & Mary Caroline Castaño, 2022. "Influencer Marketing Factors Affecting Brand Awareness and Brand Image of Start-up Businesses," Journal of Business and Management Studies, Al-Kindi Center for Research and Development, vol. 4(1), pages 189-202, January.
    • Handle: RePEc:alk:jbms00:v:4:y:2022:i:1:id:2959
    DOI: 10.32996/jbms.2022.4.1.22
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