The Impact of Influencers on Consumers in the 21st Century

Understanding
customers

Table of Contents
INTRODUCTION...........................................................................................................................1
MAIN BODY...................................................................................................................................1
CONCLUSION................................................................................................................................4
References:.......................................................................................................................................5

INTRODUCTION
Customer understanding is all about learning everything one needs in order to know
about the customers, their pain point, their needs, jobs they are trying to do and their current
experience with the purpose to deliver an experience they expect going forward. Suchlike
everything, it is also influenced by different elements. Those components are divided into mainly
two categories: micro and macro factors (Blaer, Frost and Laing, 2020). The macro factors show
that how any industry or organisation's overall effectiveness are influenced by economic
circumstances under which they work. Whereas, micro factors is defined as native ecosystem,
that essentially impact an organisation. This report will be based on the macro or micro aspect to
understand customers. For this, in this report, tourism sectors has been taken to discuss impact
of the influencers on customers in 21st century.
MAIN BODY
Influencer marketing is refers to an action of paying the individuals to personally
promote any product, normally through the social media platforms including You Tube,
Instagram and many more. Influencer marketing mainly focus on using the key leader with the
the aim to drive any brand's message to a larger market. It has been analysed that there area a
large number of the social media users which show that how powerful the social media
influencers are. It is not significant that influencer would be a celebrity (Calvi and Suau-Jiménez,
2018). Therefore, these are individuals who are not unapproachable like any celerities and for a
start up business, would be considerably less expensive for getting them in order to promote the
company and organisational campaign they want and service their provide. Thus, social media
has made-up a way for the influencer marketers as by this, they start form their ground up with
own company and also gain loyalty of several fans of the said influencers. Influencer marketing
is becoming most effective ideas in the marketing filed as it give a power to the super -consumer
so that they can voice their thoughts and influence the buying decision about a specific brand that
they uses or care about. Such super-consumer can be anyone- an industry expert, celebrity, a next
door neighbour and others (Gupta, 2019). It is where pull of the influencers marketing lies. It has
been analysed that travel influencer produce their content focused mainly on going to new
destinations and having an experience. While few started out as individuals who like to travel
1