MBA Journals Peer-reviewed management research from Consortium e-Learning Network

NOLEGEIN Journal of Advertising and Brand Management

Effectiveness of Influencer Marketing Strategies in Enhancing Customer Learning Interest

  1. G Aditya Prasad Patro

Abstract

The swift digital evolution within the education sector has profoundly altered the methods by which learners identify, assess, and choose online learning options. Among the multitude of digital platforms, YouTube has surfaced as a formidable channel for educational marketing driven by influencers, providing captivating, visual, and interactive content. This research investigates the efficacy of influencer marketing strategies on YouTube in boosting learners’ enthusiasm for enrolling in online courses, particularly concentrating on the Edu Learn 2500 platform. Employing an analytical observational and cross-sectional research design, data were gathered through questionnaires, interviews, and a content analysis of YouTube engagement activities. Statistical analysis was performed using SPSS 26 to assess the correlation between exposure to YouTube marketing and interest in learning. The findings show that there is a strong and statistically significant impact of YouTube marketing on the intentions of learners to enroll. According to the regression analysis, 68.5 percent of the total variation in the interest to learn is explained by the promotional activities on YouTube, and 31.5 percent of the variance isinfluenced by other external factors. Also, the findings of the t-test also confirm the positive and significant correlation (p < 0.01), meaning that the more the educational video content is exposed to the learner, the stronger the motivation to enroll in online courses and the intention to undertake online courses These results corroborate the learning interest theory proposed by Kotler and Keller, highlighting that individuals who actively pursue information are more inclined to form robust purchase intentions. The research concludes that YouTube functions not merely as a platform for content sharing but also as a strategic marketing instrument that can influence perceptions, foster trust, and enhance learner engagement. Educational institutions can strategically utilize influencer-driven YouTube marketing to bolster brand visibility, increase learner interest, and optimize enrollment results in a progressively competitive digital education landscape.

Keywords

Support