Influencer Marketing: Understanding Customers and Future of Influencers

This essay discusses the concept of influencer marketing and its impact on customer behavior. It covers the area of influencer marketing, analysis of two influencers, and the future of influencers. The essay highlights the importance of influencers in promoting products and services and how they impact customer purchasing power.

Understanding Customers

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................3
MAIN BODY...................................................................................................................................3
Area of influencer marketing.......................................................................................................3
First influencer and their analysis on the product selection and brand........................................4
Second influencer and their analysis on the product selection and brand...................................5
Future of influencers....................................................................................................................5
CONCLUSION................................................................................................................................6
REFERENCES................................................................................................................................1
Online...........................................................................................................................................1

INTRODUCTION
Influencer marketing has been determined as the concept in which influencer over the
social media platform is being approached in order to promote the product and services of the
business. Understanding the consumers has become highly important in current era (21st century)
as it directly leads to impact their purchasing power (Vrontis and et.al., 2021). Influencers plays
vital role in impacting the decision power of the customers. Influencers over social platform
helps in influencing the customers towards making purchase of products and services.
Approaching influencers in order to promote the products and services has been proven highly
beneficial as with the help of influencer large number of consumer can be approached. The
present essay is based on the concept of influencer marketing. The essay will highlight the area
of influencer marketing. Furthermore, example of two influencer will be given and the
analysation will be done in context of promoting the products. Moreover, the essay will
described the future of influencers.
MAIN BODY
Area of influencer marketing
Influencer marketing has been referred as the golden opportunity for the businesses. With
the help of social media post, brand can be promoted and customers can be easily approached.
Thus, area of influencer marketing is highly wide in terms as it attract the numerous customers
towards the selection of particular product and services. Thus, with the help of influencing
marketing business organization can easily approach the large number of customers. The purpose
of the influencer marketing is aligned with strategically leveraging the power in context of the
individual influence for determining the actions of another.
Thus, it simply means that influencers promote the product with reference to business
organization's actions. Tourism and Fashion industry is has been determined as those industries
that uses influencer marketing on high note (Campbell and Farrell, 2020). The major strength of
influencer marketing is that it leads to help in building the trust among the brand and its
consumers. Influencers are being followed by customers on a large scale. Often, customers gets
highly influenced with the actions of influencer. Therefore, when influencer promotes the

product then, it creates the sense in customer's mind that, the product is being used by influencer
as well. As a result, customer tries the product.
In this manner, impact over the consumer purchasing power is being made. Area of
influencer marketing currently become the wider from all aspects. Promoting the product
through different channels such as- Advertisement, public campaign has not been proven highly
beneficial in comparison of influencer marketing. Therefore, business organizations are
approaching large number of influencer who are followed by the number of people over the
social media platform (Jahnke, 2018). As influencers keeps travelling. Therefore, mainly tourism
industry approach them in order to perform the promotion of their services while staying in hotel.
First influencer and their analysis on the product selection and brand
The first influencer is JOE WICK. He is one of the topmost influencer in the UK. Over
Instagram Joe wick has large number of followers who gets influenced by him. He has often
received award in context of having highest views for the fitness workout live stream. He is a
coach from occupation. Thus, people aged between 18-45 highly gets influenced by Joy wick in
terms of making the purchase in relation of the protein shakes (Social media according to The
Body Coach, 2021). It has been found from various studies that, Joe wick has gone so far from
the boot-camp fitness to the bestseller entrepreneur.
It is highly important that influencer must promote the safe products as customers blindly
trust over them and makes the purchase. Thus, in this context Joe Wick has been proven highly
effective as he promotes only those products that is being personally used by him. Joe Wick
attends the large number of events that are based on the fitness training. Therefore, he keeps
travelling. There are numerous post on Instagram that has been uploaded by Joe wick which are
related to the hospitality services (Jin, Muqaddam and Ryu, 2019). Joe Wick has promoted the
services of luxurious hotels such as- Hilton in their Instagram post in which he mentioned that,
hospitality services that has been experienced by him here is highly effective and everyone must
visit here.
Often, Joe Wick had shared discount code coupon for his followers. These code coupons
works as promotional tool. When customers use these code coupon for making bookings then,
they get discount (Brand marketing, 2020). Thus, in this manner large number of customers is
being attracted toward the products and services of the brand that has been selected by the
influencers for promoting.

Second influencer and their analysis on the product selection and brand
The second Influencer is Alexa Chung. She is the television presenters and along with
this she is a fashion designer. She has been followed by large number of customers over the
social media platform. It has been found from various studies that, she promoted the fashion
products especially by the M.A.C. Cosmetic items is being used by her she shares it with her
followers over social media platform. As a result, people who follow her gets influence and
makes purchase (Alexa Chung, 2021).
Influencer impacts the preferences of the customers as well. Thus, in this manner the
customers gets shift from one product to another within getting influence by the influencer.
Tourism industry gets the biggest benefit from this as Alexa Chung is a fashion designer
therefore, she travels from one place to another place in order to attend the fashion events.
Therefore, owners of tourism destination and different travelling app approach her in order to
perform the promotion. British Airways often approach her when she travels. She promotes the
services of the airlines within uploading content on her Instagram. Also, she creates blogs on her
YouTube Channel that act as effective promotional tool for the audience (Designer and
influencer Alexa Chung, 2021).
Thus, in this manner influencer promotes the products and services over their accounts
which leads to attract the number of customers towards the selected brand (Ye and et.al., 2021).
Thus, in this manner influencer creates the interaction among the customers and the brand which
results in increasing the value of selected brand in front of the customers.
Future of influencers
Influencers have a major role in persuading the customers towards making their purchase
decisions towards certain products and services. The influencers in the current era are acquiring
more and more customers on a regular basis which has become significant for increasing their
overall demand in the industry. Companies nowadays are focussing on collaborating with
influencers and increasing their overall reach among the customers (Tafesse and Wood, 2021).
This trend will grow significantly in the future and more influencers will be in demand by these
companies. Due to these practices the influencer marketing will become popular in the industry
and more and more people will try to become influencers in order to promote brands. More
programs and opportunities will rise for these influencers in the industry which will be
significant for their personal and professional development in the industry (Wielki, 2020). The

companies may also focus upon micro influencers as they seem to have more organic audience
which can be fruitful for the organization to acquire more customers. This will give more
chances to these micro influencers which is a positive aspect for their overall growth in
sustainability in the business environment. This will have a significant impact on the buying
behaviour of the customers as they are highly influenced by the practices of these influencers on
the social media.
Strict guidelines will be imposed by organizations on the ethical and moral considerations
of the influencers. This will be beneficial for them to create better quality of output and enhance
their overall success in the industry. These guidelines will standardize the business processes and
create better opportunities for the organizations to increase the demand of their products and
services in the competitive business environment (Ouvrein and et.al., 2021). These guidelines are
required for reducing the malpractices which are undertaken by these influencers that can have a
negative impact on the overall credibility of the company in the industry. CGI influencers are the
new type of influencer marketing by which the organizations will be able to grow and achieve
better quality of output which is necessary for achieving growth in the competitive business
environment. It may revolutionize the collaborative practices which are undertaken by these
businesses in order to promote their business.
CONCLUSION
From the above report, it has been concluded that business are able to enhance the buying
behaviour of their customers with the help of influencer marketing methods. This has been
crucial for the contemporary organizations to create an effective image of their brand among the
customers significantly. These influencers have the ability to amplify the message which is
provided by the companies to their customers. This is helpful in improving the overall image of
these organizations among the customers which is beneficial for the overall growth. The
influencer marketing industry tends to experience massive growth in the future due to its
effectiveness in the industry and high demand by the customers. The industry seems to provide
more benefit to the organizations which aim at increasing their overall market image in the
industry.

REFERENCES
Books and journals
Campbell, C. and Farrell, J.R., 2020. More than meets the eye: The functional components
underlying influencer marketing. Business Horizons. 63(4). pp.469-479.
Jahnke, M., 2018. Influencer marketing. Wiesbaden: Springer Fachmedien Wiesbaden.
Jin, S.V., Muqaddam, A. and Ryu, E., 2019. Instafamous and social media influencer
marketing. Marketing Intelligence & Planning.
Ouvrein, G. and et.al., 2021. The web of influencers. A marketing-audience classification of
(potential) social media influencers. Journal of Marketing Management. 37(13-14).
pp.1313-1342.
Tafesse, W. and Wood, B.P., 2021. Followers' engagement with instagram influencers: The role
of influencers’ content and engagement strategy. Journal of Retailing and Consumer
Services. 58. p.102303.
Vrontis and et.al., 2021. Social media influencer marketing: A systematic review, integrative
framework and future research agenda. International Journal of Consumer Studies.
45(4). pp.617-644.
Wielki, J., 2020. Analysis of the role of digital influencers and their impact on the functioning of
the contemporary on-line promotional system and its sustainable
development. Sustainability. 12(17). p.7138.
Ye and et.al., 2021. The value of influencer marketing for business: A bibliometric analysis and
managerial implications. Journal of Advertising. 50(2). pp.160-178.
Online
Social media according to The Body Coach, 2021 [Online] (Accessed through)
<https://www.campaignlive.co.uk/article/social-media-according-body-coach-joe-
wicks-shares-recipe-success/1432439>.
Brand marketing, 2020. [Online] (Accessed through) <https://chantellemarcelle.com/brand-
marketing-case-study-joe-wicks-the-body-coach/>
Alexa Chung, 2021. [Online] (Accessed through)
<https://influencermatchmaker.co.uk/celebrity-influencers/alexa-chung>.

Designer and influencer Alexa Chung, 2021. [Online] (Accessed through)
<https://www.voguebusiness.com/companies/designer-and-influencer-alexa-chung-to-
close-her-fashion-label>.