The Effectiveness of Influencer Marketing In Reaching and Engaging Young Consumers

Abstract

With the rise of social media platforms and influencer marketing in the current digital era, the marketing landscape has undergone a tremendous change. Influencer marketing has become widely recognized as a potent tool for connecting brands with their target audiences, particularly younger customers. Younger customers, often known as millennials and Generation Z, are well known for being engaged on social media and for preferring authenticity and close relationships with brands. As a result, influencer marketing has emerged as a crucial strategy for companies looking to successfully engage and reach this population