The influence of social media influencer marketing on consumer purchasing behavior: Its performance in raising brand awareness and increasing sales in Dhaka

Abstract

This internship document aims to investigate how social media influencer marketing affects consumer behavior, specifically how well it works to raise brand recognition, enhance customer satisfaction, and boost sales in Dhaka. This report is organized into three parts. The first section discusses the writer's internship at Mediacom Limited, an advertising firm operated by the Square Group, and describes what she learned inside the organization. Industry competitive research is also conducted using Porter's Five Forces framework. Listed in the analysis is a poll that assesses how social media influencer marketing affects customer behavior, specifically social media influencer marketing's effects on customer behavior include improved awareness of the brand, increased sales within Dhaka City, and improved effectiveness. Lastly, the study provides suggestions for future corporate performance enhancements following the competition research and survey responses.