Aim: This study aims to examine the role and effectiveness of influencer marketing in building brand awareness among millennials 

Methodology: The study employed a cross-sectional survey using a purposive sample of 312 social-media users (54.8% female; 32.1 years). A pilot test (n = 35) confirmed item clarity and instrument feasibility. Reliability and validity were established through CFA and PLS measurement modeling (Cronbach’s α = 0.803–0.911; CR > 0.87; AVE = 0.589–0.842). Harman’s single-factor test indicated minimal common method bias (largest factor = 32.1%), and VIF values (1.88–2.54) confirmed no multicollinearity issues. Hypothesis were tested using hierarchical regression, mediation and moderation via PROCESS bootstrapping (5,000 samples), and structural validation through PLS-SEM.

Results: Predictors significantly increased explained variance in Brand Recognition (ΔR² = 0.253; Adj. R² = 0.298, p < 0.001) and Brand Recall (ΔR² = 0.280; Adj. R² = 0.342, p < 0.001). For Recognition, Content Fit was the strongest predictor (β = 0.231, p = 0.001), followed by Credibility (β = 0.124, p = 0.019) and Engagement (β = 0.106, p = 0.047). For Recall, Engagement dominated (β = 0.213, p < 0.001), followed by Content Fit (β = 0.170, p = 0.002) and Authenticity (β = 0.160, p = 0.003), while Credibility was non-significant. Mediation analysis confirmed a significant indirect effect of Authenticity on Recall through Engagement (B = 0.122; 95% BCa CI [0.059, 0.198]). Moderation analysis showed that Content Fit strengthened the effect of Credibility on awareness (β = 0.141, p = 0.009). PLS-SEM indicated good model fit (SRMR = 0.071; NFI = 0.908) with R² = 0.325 for Recognition and R² = 0.361 for Recall.

Conclusion: Brand awareness is multi-dimensional. Content Fit drives both recognition and recall, while Engagement and Authenticity support deeper memory. Credibility boosts recognition but does not build lasting recall. The findings reinforce theory and provide practical guidance for selecting influencers and designing effective content.