Thesis (MBA) - Cyprus International University. Institute of Graduate Studies and Research Business Administration Department

Includes bibliography (sheets 36-50)

ABSTRACT
Influencer Marketing is one of the company's digital communication tactics and refers
to the marketing of items through social media influencers. As a consequence of
technology advancement and digitization, influencer advertising for product
promotion and brand communication has expanded lately. The primary objective of
influencer endorsement in promotion is to boost both brand recognition and sales by
having the product suggested by customers' trusted sources. Trust evolved in this
context with the notion of influencer marketing. Although the research confirms that
confidence in influencers or influencer reputation, the idea of brand reputation should
also be examined. According to the findings, social media influencers have an impact
on a brand's reputation. It has also been shown that in Northern Cyprus, the
competence and attractiveness of influencers are more widely acknowledged, and
branding acts as a mediator.
Initially, the advertising sector analyzes influencers, particularly to build awareness in
youthful markets by increasing social media coverage among businesses. It is the goal
of this study to examine how social media influencers and their reputations affect
brand value and brand reputation. Branding interactions will be moderated by trust in
influencers and the reputation of those influencers, according to this theory.
Purposively random sampling was used to gather data, which was then analyzed using
the principal axis factoring (SPSS) method on a total of 157 respondents. All theories
are confirmed to be true. Branding's mediating effects are also established.
Implications, limits, and recommendations for future study are examined further.
Keywords: Branding, Brand Reputation, Influencer Marketing, Influencers
Reputation, Trust in Influencers.