THE IMPACT OF SPONSORED CONTENT ON BRAND PERCEPTION

Abstract

The phenomenon of social media has profoundly transformed marketing practices and redefined the relationship between brands and their audiences. While social media offers companies abundant opportunities to create value and high-quality content to positively influence their audience. These influences can either enhance or damage brand image and perception, ultimately affecting commercial performance and sustainability. This study examines the extent to which sponsored content influences consumer perception toward brands by analyzing the dynamic interplay between this kind of content and brand perception, and assessing the role of each dimension of sponsored content