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@article{198878,
        author = {Praful Dinesh Deshbhratar and Abhijeet Gajbhiye},
        title = {A Study on the Role of Influencer Marketing in Building Brand Awareness and Customer Engagement with reference to Moris Media, Nagpur},
        journal = {International Journal of Innovative Research in Technology},
        year = {2026},
        volume = {12},
        number = {11},
        pages = {10961-10966},
        issn = {2349-6002},
        url = {https://ijirt.org/article?manuscript=198878},
        abstract = {In today’s digital environment, the influencer marketing area is gaining high importance due to its capability to increase brand awareness and customer engagement. Influencer marketing, as opposed to more traditional methods, depends on a person who has the capability to modify the perception of the consumer. This study seeks to assess the theoretical framework of influencer marketing. It also provides a study of brand awareness and engagement in the case of Moris Media, Nagpur.
The study employs a thesis approach to utilizing existing theories of marketing and communication to investigate the effect of influencer marketing on consumer behaviour. It studies the working of influencers which impacts brand recall, consumer trust and engagement. Influencer marketing increases visibility but also helps make an emotional connection with the audience resulting in higher sales and brand engagement, as the study shows. The results support that influencer marketing is effective at building long- term brand equity and loyalty if done properly. An all-encompassing theoretical framework is made available for organizations for the effective planning of influencer marketing strategies in the digital age.},
        keywords = {Influencer Marketing, Brand Awareness, Customer Engagement, Digital Marketing, social media.},
        month = {April},
        }