Abstract:
In the rapidly evolving landscape of digital marketing, the use of influencer marketing has emerged as a powerful strategy for brands to reach and engage their target audiences. While the impact of macro and micro influencers has been extensively studied, the role of nano influencers, individuals with smaller but highly engaged followings, is gaining increasing attention. This study aims to explore the effectiveness of nano influencers in brand promotion and their impact on consumer behaviour. The research will investigate the ability of nano influencers to drive brand awareness, purchase intent, and customer loyalty, particularly among younger, Tech-savvy demographics.The findings of this research will provide valuable insights for marketing managers and brand strategists seeking to leverage nano influencers as part of their integrated marketing communications efforts.The study will contribute to the growing body of knowledge on the role of micro-celebrity endorsements in driving consumer engagement and brand performance.
Keywords: Nano influencers, social media marketing, brand promotion, influencer marketing, and consumer behaviour.
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