The Impact of Influencers on Consumers in the 21st Century

This essay explores the impact of social media influencers on consumer behavior in the tourism industry. It discusses the success stories of Ana Silva O'Reilly and Paul Steele as travel influencers and how they have influenced their followers. The essay also highlights the growing importance of influencer marketing 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
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and represent it on the social media, whereas, few of the travel influencers started going to the
new places as they find out it as an opportunity for their own brand.
Ana Silva O’Reilly is founder & creative force behind the Mrs. O Around The World.
She also run her won marketing consultancy company and write about the travel. Her blogs are
knows as most popular & widely read luxury travel blogs. In Mrs. O Around The World by the
Ana Silva O’Reilly has combined airline reviews, hotel reviews, various travelling hacks,
destination reviews from her loved visits and few accommodation advice (Hoi, 2020).
(Mastroberardino and et. al., 2021). As an avid traveller, the Mrs. O Around The World vows to
merely focus on such connect that take her interest- like luxury weekend breaks and most elegant
hotels. In this limelight, Ana Silva O’Reilly who currently featured on top ten most luxury travel
blogs ranking chat with people about how she unexpectedly got into the blogging, how she
manage the luxury travel on fixed budget, her love affair with the travel, why she give priority to
the long term partnership with the brand and why Maldives is hoer most loved or favourite place
across the world (Ramkissoon, 2022). In this, Ana Silva O’Reilly shared that she started the blog
in the November 2011 as a homework. She have been working in the marketing field for around
17 years. She decided to make an investment on her education as a marketer & did what was
then New York University first (NYU's) first strategic social media course. she had to make an
online persona & blog & only topic she thought she could actually talk about was the travelling
– because this is something that she have ever done since she was little. Mrs. O Around The
World was launched in November 2011, Ana Silva O’Reilly had decided to publish her immense
knowledge related to the travel with the purpose to benefit family, friends and wider online
community. Now, Mrs. O Around The World has developed into the leading luxury travel &
lifestyle blog, renowned to share the stunning destination, tricks and tips and insight into bet
places to drink eat and everything in between.
Paul Steele has founded the BaldHiker in 2010, started off as personal travel blog in
which he share the walks that he was taking in the world. It rapidly became a way trough which
he not merely show other what he was seeing but also show that how he was feeling. With the
time, this site has grown onto an active and vibrant community. Paul Steele has made many
friend across the world and they have also joined him, sharing their photos and stories. Now this
website is filled with travel and walks pieces, along with the articles related drink and food,
helpful tips for the individuals who enjoy everything form the animal to outdoor,clothing &
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hiking kit reviews, and many more. The BaldHiker is becoming a place where the visitors or
travellers can experience the personal views on the topics of all sort when getting engaged in the
conversation. Paul Steele's blog is always incredible read, as he goes in depth on the places he's
been, different or unique food which he has tried and many more. He have a passion for
travelling. He have been very lucky to see few great places. His blogs cover quite a bit, as he has
been seen various amazing place across the world. Iceland is in place that he have visited and
exceeded his expectation because he stayed here, for the months hiking & hiking. There he
observed that views are not comparable with the volcanic mountains, lush green areas, dramatic
waterfalls and geyser. Walking terrain is very beautiful or attractive and every mile is like as
blessing. Thus, it has been analysed that from here, his expectation were exceeded.
Several influencers are being referred to as a creators. It is evident on Instagram, Snap
chat and many more. Therefore, future sees changes in types of the influential individual which
brand choose to work with (Sharif and Marciniak, 2019). It will include a decline in the
celebrity influencers who frequently simply promote & rely on their research than the
engagement at high cost. It is seen that technology is playing a crucial role in the in influencer's
life as social media provide plethora of the ways to share their content. In future, latest
innovative technology and artificial technology will change the way of influencer's work.
Influencers marketing in future, will see a rise in demand of the micro influencers. They will get
a vast domain area within industry as they have a large number of the followers. Individuals are
very inspired by their specific influencer on social media that will increase value of the
influencers in marketplace. Influencer marketing is very effective form of the marketing that
businesses will continue with the purpose to employ to the market their offerings. Industry will
continue to germinate based on platforms, relationships, content and types. It will develop in
such a manner that aligns with future of not merely social media, but also the behaviours and
lifestyle of entire global society as a whole (Singh and Yadav, 2018).
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CONCLUSION
From the above report it has been find out that influencer marketing is most effective and
coolest marketing option available for the individual within marketing filed. Influencer act as a
source of the information that make aware the followers about any new product or places they
should visit or purchase. In this report, it is identified that scope of the influencer marketing is
growing rapidly as new industries enter this marking domain with new trend. In this, destination
bloggers is most recent trend as these influencer are role model more many followers. The
traveller influencer attract attention of their followers by showing them new place with good
quality of images. These influencer also work for the companies by promoting their product on
social media channel. Thus, influencer marketing is becoming a necessity for the marketers as
through this organisation attract a large number of the customer efficiently. It helps in growth
and development of the business organisations.
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References:
Books and Journals
Blaer, M., Frost, W. and Laing, J., 2020. The future of travel writing: interactivity, personal
branding and power. Tourism Management, 77, p.104009.
Calvi, M.V. and Suau-Jiménez, F., 2018. International Languages in Tourism in Europe:
Spanish. Sociolinguistica, 32(1), pp.79-90.
Gupta, V., 2019. The influencing role of social media in the consumer’s hotel decision-making
process. Worldwide Hospitality and Tourism Themes.
Hoi, H.T., 2020, July. Advertising Vietnam's Tourism Products in the Technology Age. In
Proceedings of the 2020 International Conference on Management of e-Commerce and
e-Government (pp. 11-15).
Mastroberardino, P. and et. al., 2021. New perspectives of experiential tourism: an exploratory
analysis of live virtual tours during the COVID-19 outbreak. The TQM Journal.
Ramkissoon, H., 2022. Cultural tourism impacts and place meanings: Focusing on the value of
domestic tourism. In Handbook of Tourism Impacts (pp. 75-87). Edward Elgar
Publishing.
Sharif, A.A. and Marciniak, R., 2019. The influence of electronic word-of-mouth on expatriate
workers seeking tourist information: the case of Saudi Arabia. In Social Commerce (pp.
169-188). Palgrave Macmillan, Cham.
Singh, N. and Yadav, P., 2018. Social Media Influences Holiday Travel Decisions: A Rationale
for Profound Analysis. Prabandhan: Indian Journal of Management, 11(2), pp.40-56.
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