Evaluating the Effectiveness of Influencer Marketing Versus Traditional Advertising in Fostering Brand Loyalty

Abstract

This study examines the effectiveness of influencer marketing versus traditional advertising in building brand loyalty. With the rise of digital media, understanding what drives consumer trust and engagement is crucial. The research focuses on how demographic factors like age, income, and occupation affect consumer response to different marketing strategies. Key areas explored include trust in brand messaging, repeat purchase behaviour, and the perceived value of influencer-driven versus traditional campaigns. Using statistical tools like correlation analysis, chi-square tests, and ranking methods, the study finds that influencer marketing significantly boosts engagement and trust, while traditional advertising remains effective among certain groups. The findings highlight the need for adaptive, data-driven marketing strategies to strengthen long-term brand loyalty.