MGBBT0UCT - Influencer Marketing and Consumer Engagement

This essay explores the significant impact of influencers on consumer behavior in the 21st century, particularly within the tourism sector. It examines how influencers on platforms like Instagram shape consumer perceptions and purchase intentions by analyzing their product selections, brand connections, and authenticity. The study considers the role of social media in promoting destinations and cultural experiences, highlighting the importance of positive destination images and perceived value. It also discusses the future of influencer marketing, emphasizing the growing demand for micro-influencers and data-driven approaches. Ultimately, the essay concludes that influencer marketing plays a crucial role in contemporary marketing tactics, offering opportunities for both influencers and businesses to thrive in the digital age.

THE IMPACT OF
INFLUENCERS ON THE
CONSUMERS IN THE 21ST
CENTURY

Table of Contents
INTRODUCTION...........................................................................................................................3
MAIN BODY...................................................................................................................................3
Introducing the area of influencer marketing...............................................................................3
Influencer one and their analysis on product selection and brands.............................................4
Influencer two and their analysis on product selection and brands.............................................4
The future of influencers .............................................................................................................5
CONCLUSION................................................................................................................................6
REFERENCES................................................................................................................................1

INTRODUCTION
To understanding the customers, organization need to know well about the customers so
that they can evaluate their needs and expectations. Organization need to be more attentive
towards their customers whenever they both contacted each other which help them to know the
expectations of the customers. In this essay the discussion will be on the consumer behaviour in
different type of businesses which includes tourism as well. Along with it, it will also
demonstrate the understanding the contemporary consumer behaviour with the help of some
theories with the concepts and model and how will they apply in the specific context.
Furthermore, it will introduce the area of influencer in marketing along with the analysation of
the influencer one on the product selection and their brands. As well as about the influencer two
and their analysation on the product and brand. It will also include the future of influencers.
MAIN BODY
Introducing the area of influencer marketing
Influencer marketing refers to social media strategy in which influencer gets the payout
for endorsing a particular brand. The payouts are rise in form of free product or services,
discounts or offerings on expensive products. The social media platform such as Instagram is an
great influencer for marketing various activities as such 67 % of brands are making its effective
use. Influencer marketing is very well known strategy which makes it effective contributing in
conducting the suitable marketing tactics for better implications to grow further in industry. It
motivates several peoples in industry as such most if the peoples are connected through social
media. Most of the brands conduct their marketing through the process of social media and gain
higher amount of customer relations. Influencer marketing in every field or industry allow
business to gain its competitive edge relying on sources and procedures of such marketing. In
this modern era such marketing is driving to get with comply with numerous of people in which
instagram has gained major significance (Bognar, Puljic and Kadezabek, 2019). For example in
tourism sector the marketing is conducted through online advertisements whereas Instagram has
provided major contribution.
Most of people look for places to visit ans through online websites and post they get to
know about different kinds of locations to visit. Overall these marketing concepts will work
effectively if it is organized and putting the useful strategy, budget and plan. Apart from that they
can be anywhere unlike celebrities and they can be anyone. One of biggest mistakes that

traditional media forms is the failure of seeking difference among celebrities and online
influencers. It is mandatory to observe that mostly influencers are considered with systematic
build keen and enthusiastic audience.
Influencer one and their analysis on product selection and brands
Social media influence forms the effective contribution to drive the people concern
towards chosen sectors travel and tourism. The development of IT over internet has achieved
with various information sources as related to tourism, this influences many people to make
travel choices. With the growing trend of such marketing social media influencer develop social
networks with various peoples and make their process to grow taking expansion into diverse
area. By the help of social media influencers can focus on certain individual and execute the
individual who can make further influencing to other people as potential buyers. Social media
has changed the way of people perspectives, and they are one of promotional media sources
which should be developed in positive terms to enhance destination image for specific tourist
places. Managers of such destination must be attentive with pollution free and pleasant
environment if they want their business to be established as ecotourism destination. Social media
influencers always promote positive impact over tourism and other industry as well (Duffett,
2020). Also, with such positive influence it reflects to their purchase intention which covers
lucrative aspects for business. While forming a positive image and developing higher perceived
value will enhance tourist satisfaction. In return visit as well as word of mouth promotion by
tourist will hike. Overall it can be said that consumer engage with social networking site to make
research for trips, form informed decision for travels and also share personal experiences of
specific hotel or restaurant.
Influencer two and their analysis on product selection and brands
The another influencer for travel and tourism sector would be culture, it can identify how
tourism business will lead, form business activities and how it wants to drive public for viewing
their business. Culture also makes organizations apart from rivals as it appeal towards more
potential individual who may be looking business which performs culture. In tourism culture
play significant role that may strengthen attractiveness as well as competitiveness of some
places, countries and regions. It is an useful element of tourism product as such it forms
distinctiveness in crowded global markets. In comparison with social media, culture also make
effective outcomes to promote activities of places and provide the necessary information in some

of historical places. It is essential for tourist to gain enough significant knowledge about places
and with influence of culture they are promoted. Before making to any traveling decision
regarding to places people seek the activities and religion of such places so the culture makes the
efficiency to grow promoting activities of such places.
Social media make effective contribution in promoting places as source of advertisements
and culture provide with each specific detail about such places which encourages and formulates
their preferences to visit such places (Ahmad and et.al., 2019). Culture and tourism have better
interactions with each other as such culture is supportive for tourism to promote their activities.
While one of the most effective ways by which public authorities may assist in growth of culture
and tourism services is via marketing activities. Internet is developed very immensely in universe
as marketing tool that offers possibility of tourist to package cultural sites or events as with
accommodations and travel. The most effective destinations are such which recognize to broad
implications of relations among tourism and culture.
The future of influencers
The major change which would uplift in influencer marketing can be growth in demand
of such inlfuencers and micro influencers in industry. It is proved that influencers gain a lot of
interest in last few years and it is going to provide with several opportunities for people as well.
By the time as brand will become more concerned about such marketing tactics they will tend to
invest more in process of getting such strategies in their favour (Sreenivasulu and et.al., 2022).
The social media is the most and one of the4 major significant factor which drive various people
towards specific service or product being introduced in market. The future of influencer
marketing is about collective whereas individuals, marketers are tend to begin with group of
influencers from whom they are in collaboration.
The future of an influencer marketer will locate emphasis over interconnections of
various niches specifically on social media. To evaluate such networks it is essential for brands
to make more time in such evaluation practices. Online platform such as Instagram has derived
major significance and make it easy for marketers to figure out useful information about
influencers. In future outcome brand will likely to grow their business operations with such tends
and in further outcomes it would create many opportunities for influencers. Nowadays peoples
are comfortable making their booking and staycations for hotels through online sources so
making effective marketing strategy by influencer marketing will tend to drive business

operation more convenient. The new technological changes always keeps on running in
industries whereas there can be many chances for influencers to grow in their field. The industry
is also seems to be grow in more data driven approach that will become primary reason for hike
in demand for micro influencers (Trivedi, Trivedi and Goswami, 2018). Brands will tend to
work over branded content with micro influencer because of favourable data as well as insights.
CONCLUSION
From the above study it has been identified that influencer marketing driving majorn
signifiocance in making the formation of better marketing tactics. Also it has been found that
influencers in tourism sectors enables various aspects for people to know about different places
across the world and make their visit. There are various social media platforms in which
influencers make their suitable content for individuals to get to know about various outcomes
and further it influernces tourist to get therough. In tourism and travel influencers have major
sionioficance as they are also tend to grow in future on higher scale. It has been concluded that
there are many reasons by whichb influencers will drive through various opportunities. By the
help of some tools they will get access to driveb their major significance in newly developed
culture asnd on the other hand business will also gain higher profits.

REFERENCES
Books and journals
Ahmad, A.H. and et.al., 2019. The impact of young celebrity endorsements in social media
advertisements and brand image towards the purchase intention of young
consumers. International Journal of Financial Research, 10(5), pp.54-65.
Bognar, Z.B., Puljic, N.P. and Kadezabek, D., 2019. Impact of influencer marketing on
consumer behaviour. Economic and Social Development: Book of Proceedings, pp.301-
309.
Duffett, R., 2020. The YouTube marketing communication effect on cognitive, affective and
behavioural attitudes among Generation Z consumers. Sustainability, 12(12), p.5075.
Sreenivasulu, N. and et.al., 2022. Post-genomics revolution in the design of premium quality rice
in a high-yielding background to meet consumer demands in the 21st century. Plant
Communications, 3(3).
Trivedi, K., Trivedi, P. and Goswami, V., 2018. Sustainable marketing strategies: Creating
business value by meeting consumer expectation. International Journal of Management,
Economics and Social Sciences (IJMESS), 7(2), pp.186-205.
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