THE ROLE OF BRAND AMBASSADORS IN SHAPING BRAND AWARENESS ON DIGITAL PLATFORMS
DOI:
https://doi.org/10.1234/ijebs.v2i2.112Keywords:
Brand Ambassadors, Brand Awareness, Digital Platforms, Consumer Trust, Social MediaAbstract
This study examines the role of brand ambassadors in shaping brand awareness on digital platforms, focusing on their impact on consumer trust, brand loyalty, and purchasing decisions. Through a systematic literature review, key attributes that enhance the effectiveness of brand ambassadors were identified, including credibility, relatability, and alignment with brand identity. The findings highlight that well-selected brand ambassadors significantly influence consumer behavior by fostering trust and creating authentic connections. Social media platforms, particularly TikTok and Instagram, serve as critical channels for amplifying the reach and engagement of these ambassadors. The research underscores the strategic importance of brand ambassadors in building brand visibility and loyalty, offering valuable insights for brands navigating the competitive digital marketplace.
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