Impact of Social Media Influencers on Consumer Behavior
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Added on 2023/06/08
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This essay analyzes the impact of social media influencers on consumer behavior and identifies the factors that create an impact on consumer behavior. It also discusses the role of social media influencers in building brand awareness, developing consumer relationships, and improving buying decisions.
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Contents Contents...........................................................................................................................................2 INTRODUCTION...........................................................................................................................1 MAIN BODY..................................................................................................................................1 CONCLUSION................................................................................................................................4 REFERENCES................................................................................................................................5
INTRODUCTION An influencer is a person who has the power to create an impact on the purchasing decision of other people due to their knowledge, position, authority and also a relationship with the audience (Childers, Lemon and Hoy, 2019). The influencer has a following in different niches with whom they engage. The size of the following of influence depends on the size of their niche. In 21st century, these influencer individuals are considered as a marketing tools and also work as social relationship assets for an organization with which they collaborate to attain the marketing objective of the business. This essay includes analysation of the impact of influencers on the consumer of 21stcentury. It also identifies the factors which also create an impact on the consumer behaviour. MAIN BODY There is increasing growth in social media platform in 21stcentury as major number of people are using smart phones and also these people are actively using social media platforms. There are more than 3.4 billion people in the world which are actively using social media platforms from all over the world. It is 45% of the total population of the world. People are following social media influencer in order to take guidance for their decision-making (Farivar, Wang and Yuan, 2021). There is the number of social media influencer available on social media who has good reputation among people for purpose of their expertise and knowledge regarding a specific topic. These influencers post about the different topics which are of their field on social media channels which allow them to engage people with them. It helps these influencers to develop an enthusiastic following on their social media account. These influencers become the favorite of different businesses and brands as it allows them to promote their product through this influencer. These social media influencers create trends and also create encouragement among followers for purpose of buying a specific product. There are the number of social media influencers who could be followed by a person. There are different influencers in different filed. Some of the most followed influencer over the social media platform includeJack Morris, Murad Osmann, Lauren bullen, Huda Kattan, Jamie Oliver and others. All these influencers have worked in different fields like traveling, food and beauty field. These influencers are making regular posts in the specific field and also collab with 1
different brands. It gives rise to that brand and also helps them to promote their service through the social media influencer. Among these social media influencerJack Morrisis one of the travel influencers who is making content related to travelling. They are posting on their according related to travelling video which make them to engage people who loves to travel. They are recently promoting different brands like Aperol Spiritiz, Forestis, Aorus official and other brands. In order to promote these brands, the influencer use photos and video to post and also using caption which helps them to promote these brands (Kadekova and Holienčinova, 2018). These influencers are authentic and verified and also has a number of followers. These people are experts in their field as they have knowledge of it. Due to their knowledge, people follow them and also believing them. Social media influencers also increased in the past two years due to the influence of pandemics. Due to the covid-19 impact, the government of different countries is announcing a lockdown in their country. It results in social distancing, increasing demand for remote working, increase demand for online shopping and heavy dependence of the consumer on social media for converse, transact and engage (Ye and et. al., 2021). There are different ways in which social media and its influencer create an impact on consumer behavior and also the brand social strategy of the company. Explanation of differences influencer of social media influencers over social media platforms are mentioned below: Buildingbrandawareness:Socialmediainfluencersarethepeoplewhohaveasolid understanding of the social media platforms, they are using. They also know how to use these platforms in an effective manner, how to create impactful content that will engage the audience and also create more awareness of the brand. These people have to take proper time for the purpose of growing these followers and have a sense of affiliation with their following (Karagür and et. al., 2022). With their content and storytelling, they are able to develop a positive relationship with the audience and also to promote the brand of the company through a story. It can be done by adding a caption to a post on Instagram or by a Youtube tutorial in which features of products are explained in a simpler manner. Effective social media influencer has the capability to weave the message of a brand in their own style in order to look it as a promotional message that makes it look authentic. 2
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Developing consumer relationship:It is important for a brand to develop a good relationship with their consumer. It enables the loyal customer to put effort for purpose of purchasing their favorite products from specific brands. It reflects the importance of building a connection with the target market and also needs to develop the brand in order to satisfy the needs of the target consumer (Kim and Kim, 2021). It is important in order to build affiliation with the tribe and also helps them to attain status. Consumers are the people who trust the recommendation of their peers as they believe it to be more trustworthy in comparison to advertisements. In this context, social media influencers create an important role that allows customers to trust a brand. If a product is accepted by the customer, it will start to gain a reputation in the marketplace and also helps to develop an initial relationship with customers. Improve buying decisions with unbiased opinion:Social media influencers are the ones who are experts in creating a story. These people have the capability to communicate with the audience without pretending to be salesy. One of the reasons for it, is that consumers have an interest in influencers which helps them to relate to different things at a personal level. The consumer knows these influencers, likes them and also follows trends adopted by those people. These influencers put ads on their social media account and also communicate to their audience about the product, ways to use these products, whether these products create value for money and not. Based on the trust gained by influencers of consumers helps them to boost the reputation of a brand also helps them to get a significant result. These followers are engaged with these people in different manners like by liking their posts and commenting on it. Customers also share these posts to their other friends which allow them to link with these brands. It is important for both the customers as well as the business to understand who is the influencer (Trivedi and Sama, 2020). AS business in order to select the influencer who are related to their field as in order to promote a resort or a hotel, a business needs to approach to travel blogger as they are target audience is interested in traveling activities. It is also important for the customers to understand the influencer as people only follow follower who is involved in activities of their interest. It is also important for customers and businesses to understand things to be posted by influencers as whether they are posting the right things or things that can offend other people as a collab with an influencer who 3
creates a negative impact also create a negative impact on the image of the company. It is creating opportunities for businesses like tourism activities before going to anywhere, people take reviews of that destination from Youtube for purpose of gathering general information and it also helps them to understand their reviews about the place (Vrontis and et. al., 2021). CONCLUSION From above mentioned project report, it can be concluded that there are increasing trends in social media marketing and influencer marketing in the marketplace. It creates opportunities for the business as it allows them to increase sales of products, increase awareness of products, building a good relationship with the customers. It is important for the business as it allows them for the purpose of attracting a number of customers to a brand. By adopting the right approach and right influencer, a brand can get a different advantage in the market as an influencer of these social media influencers over the customer is more in comparison to an advertisement. 4
REFERENCES Books and Journals Childers, C.C., Lemon, L.L. and Hoy, M.G., 2019. # Sponsored# Ad: Agency perspective on influencermarketingcampaigns.JournalofCurrentIssues&Researchin Advertising,40(3), pp.258-274. Farivar, S., Wang, F. and Yuan, Y., 2021. Opinion leadership vs. para-social relationship: Key factorsininfluencermarketing.JournalofRetailingandConsumerServices,59, p.102371. Kadekova, Z. and Holienčinova, M., 2018. Influencer marketing as a modern phenomenon creating a new frontier of virtual opportunities.Communication Today,9(2). Karagür, Z., and et. al., 2022. How, why, and when disclosure type matters for influencer marketing.International Journal of Research in Marketing,39(2), pp.313-335. Kim, D.Y. and Kim, H.Y., 2021. Trust me, trust me not: A nuanced view of influencer marketing on social media.Journal of Business Research,134, pp.223-232. Trivedi, J. and Sama, R., 2020. The effect of influencer marketing on consumers’ brand admiration and online purchase intentions: An emerging market perspective.Journal of Internet Commerce,19(1), pp.103-124. Vrontis,D.,andet.al.,2021.Socialmediainfluencermarketing:Asystematicreview, integrative framework and future research agenda.International Journal of Consumer Studies,45(4), pp.617-644. Ye, G., 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. 5