Understanding Customers and Influencer Marketing

This report provides insights into influencer marketing and its impact on customers. It discusses the role of good and bad influencers in product selection and brand analysis. The report also explores the future of influencer marketing. The subject is Understanding Customers and the course code is MGBBT0UCT.

MGBBT0UCT
Understanding
Customers

Table of Contents
INTRODUCTION ..........................................................................................................................3
TASK...............................................................................................................................................3
What is Influencer Marketing?...............................................................................................3
Good Influencer and their analysis on product selection and brand:.....................................4
Bad Influencer and their analysis on product selection and brand:........................................4
The future of influencers:.......................................................................................................5
CONCLUSION
..........................................................................................................................................................6
REFERENCES................................................................................................................................7

INTRODUCTION
Influencers are those individuals who are expert and specialised in their own field. They
have a authority and insights of their particular subject (Aldunate, and et.al., 2022). With this
they also post their photos, video related to their subject on their social media accounts and earn
large amount of followers. By the help of this the big organisations can recognised them and
provide them a offer to became their brand ambassador. These Influencer are able to generate the
high revenue due to the brand endorsements. They promote the products of the brands by posting
the photos and videos on their social media accounts so that their followers get influence from
them and purchase the products of the brands which they are endorsing. This report include the
information about the very famous influencers who are endorsing the products on the social
media. This report also includes the analysis of products which are done by the influencers
before selecting the particular brand to endorse.
TASK
What is Influencer Marketing?
Influencer marketing is one of the most famous method to sale the product through the
online medium. It is a combination of both old and new marketing tools. By the help of this
marketing big brands ate able to sale their product at very large scale. It is done by the
influencers which have large fan following on their social media handles. The large fan
following on the social media is not only enough for influencer marketing. The influencer
individual must have some kind of popularity offline. It is because due this kind of popularity
their fans starts believing in themselves and can be influence by them to purchase the product.
The influencers should also have a power to impact the purchasing decision of their fans because
their fans believed in them and follow their action blindly. The size of followings is also depend
on the collaboration with the other influencers. Influencers marketing also helps determining the
right audience with the effective marketing strategies.
Influencer marketing also improves brand awareness by the help of this the people are
able to get the information about the brands which they did not hear before (Costa and et.al.,
2019). It also increase the options for the customers due to which they ge some variety of quality
product. As per the recent study by the Center for Influencer Marketing, 37% of respondents use
influencer marketing for increasing the brand awareness, making it the most common target.

Growing your customer information with new demographics, grow your audience or just using
influencers to talk about your brand are all perfect reasons to introduce influencer marketing into
the strategy.
Good Influencer and their analysis on product selection and brand:
Good influencers refers to those which are have high rating on the social media and also
provide better experience to their followers by promoting the best brand of product in the market.
These good influencers always analyze the product first before starting their endorsement
(Enyinda and et.al., 2020). These type good influencers firstly shows the harmfulness of the
products. It means that the product should not include any kind material which can cause some
threat to their followers. These followers did not support the fake review system for some
money. Because if they do so then their followers can also face the health issues which can
damage their image also in the market. The very famous influencer in UK who is named as Paul
Steele. He is a founder of Bald hiker.com. He is traveler and also have a dog. Paul Steele also
photography and show his art on the social media. Where also able to gain some follower. Paul
Steele have total 6.52 lac followers on social media channel. The major brands which are
promoted by the influencers like Paul Steele are mCaffeine, Quirksmith, CosMix and many
more. Paul Steele determines their brand very carefully by analysing them very carefully. Paul
Steele used to travel allot in the new cities so that he can experience the nature and adventures of
different countries. He used to take photos and videos of the new cities through he can able to
provide his experience to his followers. This activity also helps them achieving the organisation
goals very rapidly. The Paul Steele is walking expert and travel writer also. Some favorite walks
of Paul Steele in South Yorkshire are Greno and Wharncliffe Woods, Potteric Carr Nature
Reserve Walk, Barnburgh Crags Walk, Circular Walk from Roche Abbey and many more. He
used to take his dog with him so that his can also enjoy the nature.
Bad Influencer and their analysis on product selection and brand:
Bad influencers refer to those persons who are influencing something destructive,
corruptive and wrong ideas to their followers. This kind of activity can damage the fair beliefs of
the society. Due their bad influencing activities their followers an choose the wrong path which
also can affect the their heath and life for the future. Due to these followers the society's
environment also get affected very much (Huang and et.al., 2021). The very famous Bad
influencer in UK is Jessy Taylor who have social median account and also have over 1lac

followers. The social median of Jess Taylor get down because the controversial statements which
she speaks in public. These kinds of statements affects the audience and children. The children
get affected or influenced by these influencers and start doing their actions with their family and
friends. Due these incidents the society get affected which can increase the negativity all over the
country. Due to this negativity these influencers also get hate comments on their social media
accounts. All these hates are came from their followers because these influencers broke their
trust and faith which they show in them (Jin, Ryu and Muqaddam, 2021). The bad influencers
can promote any kind of brand for some money and ignore the social responsibility to the
society.
The future of influencers:
1.Emergence of influencer Network- The upcoming period of influencer marketing is all about
the collective. The organisations can appoint the group of influencer instead of the individual
because the group of influencers can boost the sales of the products very high. To evaluate the
influencer network, The big organisations have to give more time in the evaluation of the
influencer. The platforms like Fourstarzz Media will make it easy for these organisations and
brand to find information and data about the influencers. From this media the organisations can
find the profiles and data of all influencers. The future of the influencer are very bright because
the I upcoming period the digital and social media will gone to be a extreme level which can
increase the sales of the products of the brands.
2. Emphasis on Micro-Influencers- As it is already discussed above that the influencer have to
be famous offline also. It is because so many influencers buy fake followers and start behaving
like a real or genuine influencer. Now the big organisation starts understanding their tactics and
start giving offers to those influencers who are genuine and real. They identify the genuine
followers by analysing the works and efforts of real influencers toward their specialised subject.
In future bad influencers can be wiped out due to the rules and regulations imposed by the
government for the sake of the consumers. The Micro influencers will take over the influencer
marketing in future. Coca-Cola is the one of the major brand which is using the micro influencer
for promoting their products. They signed a deal with Influencer named Yannick Merck, so that
he can promote the Coke world wide while travelling (Krishnadas, 2021).

CONCLUSION
From the above report it can be concluded that the influencers helps the business
organisation in achieving organisation in achieving their goals. The followers who followed the
influencers can be easily influenced by them and go for purchasing the product which they
promote. The influencers have to take their decision wisely before promoting any product in
front of their followers. It is because these product can contain some kind of material which can
be injurious for the health of their followers. The influencers have to analyse the products of the
brand carefully. He have to ensure that these kind of product are completely safe for the public.
There are many influencers in the present time who take advantage of their popularity and
promote the bad product in front of their followers. All these thing are done because of some
extra money which they receive from the big organisation. This report tells about the complete
information about the good influencer and bad influencer through it can be easy understand that
what kind of decision the influencers have to take before starting the promotion of the product.

REFERENCES
Books and Journals
Aldunate, Á. and et.al., 2022. Understanding customer satisfaction via deep learning and natural
language processing. Expert Systems with Applications. p.118309.
Costa, F. and et.al., 2019. Understanding relative importance of barriers to improving the
customer–supplier relationship within construction supply chains using DEMATEL
technique. Journal of Management in Engineering. 35(3), p.04019002.
Enyinda, C.I. and et.al., 2020. Marketing-sales-service interface and social media marketing
influence on B2B sales process. Journal of Business & Industrial Marketing.
Huang, D. and et.al., 2021. Customer-robot interactions: Understanding customer experience
with service robots. International Journal of Hospitality Management. 99, p.103078.
Jin, S.V., Ryu, E. and Muqaddam, A., 2021. I trust what she's# endorsing on Instagram:
moderating effects of parasocial interaction and social presence in fashion influencer
marketing. Journal of Fashion Marketing and Management: An International Journal.
Krishnadas, R., 2021. Understanding Customer Engagement and Purchase Behavior in
Automobiles: The Role of Digital Technology. In Handbook of Research on
Technology Applications for Effective Customer Engagement (pp. 1-13). IGI Global.
Kumar, V., Ramachandran, D. and Kumar, B., 2021. Influence of new-age technologies on
marketing: A research agenda. Journal of Business Research. 125, pp.864-877.
Morgan, T., Obal, M. and Anokhin, S., 2018. Customer participation and new product
performance: Towards the understanding of the mechanisms and key
contingencies. Research Policy. 47(2), pp.498-510.
Parihar, P. and Dawra, J., 2020. The role of customer engagement in travel services. Journal of
product & brand management.
Rajaobelina, L. and et.al., 2018. Towards a better understanding of mobile banking: the impact
of customer experience on trust and commitment. Journal of financial services
marketing. 23(3), pp.141-152.
Sangpikul, A., 2022. Understanding resort service quality through customer
complaints. Anatolia. 33(1), pp.143-156.
Sharma, A. and et.al., 2022. A multi-analytic approach to predict social media marketing
influence on consumer purchase intention. Journal of Indian Business Research.
Tafesse, W., 2020. YouTube marketing: how marketers' video optimization practices influence
video views. Internet research.
Tsarenko, Y., Strizhakova, Y. and Otnes, C.C., 2019. Reclaiming the future: Understanding
customer forgiveness of service transgressions. Journal of Service Research. 22(2),
pp.139-155.
Yadav, M. and Rahman, Z., 2018. The influence of social media marketing activities on
customer loyalty: A study of e-commerce industry. Benchmarking: An International
Journal.