MGBBT0UCT: Analyzing Influencer Marketing & Consumer Impact

This essay provides a comprehensive analysis of influencer marketing and its profound impact on consumer behavior in the 21st century. It delves into the role of influencers, particularly within the tourism sector, examining their authenticity and the nature of their engagement with followers. The essay discusses the advantages and disadvantages of influencer marketing, highlighting both the benefits of increased brand awareness and the potential risks of fraudulent practices. Through examples like Murad Osman and Amy Seder, the essay illustrates how influencers select brands and the importance of contracts to protect both firms and influencers from potential exploitation. Ultimately, the essay concludes that while influencer marketing offers significant opportunities for businesses to maximize sales, it requires careful consideration and strategic implementation to ensure genuine and ethical engagement with consumers.

ESSAY
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TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................3
MAIN BODY...................................................................................................................................3
ESSAY.............................................................................................................................................3
REFERENCES................................................................................................................................6

INTRODUCTION
Contemporary world is experiencing the range of new technological advancement,
marketing is always being a strong component for the businesses in order to provide the products
and services to consumers (Li and Peng, 2021). Marketing can be done from traditional as well
as from the digital medium, digital medium is the demand of modern marketing where the
organisations can utilise the social media and other digital tools for their service and product
promotion. Influencer marketing is one of the emerging marketing trends which the businesses
are concern with it helps in maximising the sales of the particular item. Following essay will
cover the description about influencer marketing, it also covers the range of discussion over its
advantages and further it will cover the influencer one and influencer two and their analysis for
the selection of the products and brands.
MAIN BODY
ESSAY
Influencer marketing refer to the social media strategy where the influencer who is usually
and individual who have the better personality and more importantly have the huge range of
followers. Influencer generally pay out from the firm in order to endorse their products and
services, it is one of the anticipating and emerging marketing strategy which helps the firm to
increase sale of the product and services (Farivar and Wang, 2021). Generally, payouts can be
come into the form of free products, cash or other discounts over the expensive or luxurious
product. Basically it is the new concept which is rose because of the social media trend, as many
of the people aims to increase their followers over their social media account, for that they post
videos and images which excites the other people to follow them. Therefore, major companies
also hire the influencer who have the potential followers and selects them to promote their brand
items and other products, so that it creates and brand awareness and also makes the people to buy
that particular product. Instagram social media platform is one of the common marketing channel
around 67 percent of the brands utilise it for generating profit for the business. Potential benefits
which the brands can get is that it broadens their reach to the audience, through influencer
marketing firm can easily target the consumer irrespective of their physical location.
Main purpose of influencer marketing is to strategically leverage the strength of
influencer for examining the specific actions of the another. Good influencer is those who shares
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the good values and ensures that everyone is feeling good by watching and experiencing their
content and videos (Zhou and et.al 2021). If the influencer is good and trustworthy then it will be
beneficial for the consumer as they have shown their trust in them to buy the product. While
there are some individual who always concern with their own profit and promotes the item which
is not good for the audiences. There are some instances where the influencer fraud is seen when
the paid influencer uses the artificial inflated number of followers to enhance their asking rate. In
regards with the tourism sector it is all depend over the marketing, when the marketing is done
properly then tourism sector is able to increase their audience (Zhang and Huang, 2022).
Organisations always hire the influencer who are trustworthy and have interest in the
things which helps them to promote their products and services. Generally, influencer selects the
products and brands which relates their interest also due to the payout which the particular brand
is offering to them (Gross and Wangenheim, 2018). Good influencer is those who selects the
brands which have the product that is good for the consumer and do not consist of any things
which can affects the audience. They promote the brand and also promotes the values so that
people shows trust in them and proceed to buy such products and services. Tourism industry is
one of the sector which is majorly impacted by the influencer marketing, Instagram has played
an crucial role in its trends hence achieved the attention of both influencer and other businesses.
For an example Murad Osman is consider as one of the popular travel influencer with the 4
million over the Instagram account. He has developed themes within travelling, where he has
posted the picture about the destinations to influence the people to mark their visit also.
Therefore, other influencer as well promote the destination and post the pictures of them while
enjoying the Scenery and location, it attracts the range of his followers towards it. There are
many other influencer as well who selects the product based on their interest and other monetary
benefit (Martínez-López and et.al 2020). Thus such type of marketing is essential and influential
for the tourism firm in order to maximise their sales. There are some disadvantages of the
influencer marketing as well as it takes a lot of time and effort for the businesses in order to
identify the right influencer in order to promote their products and services. There are also some
potential risks which are associated with this marketing as what if company pay out the
influencer and their promotional strategy is not able to influence the people to make purchasing.
Therefore somehow it is beneficial as well as disadvantageous for the firm.

There are numerous advantages which the influencer marketing offers it helps in
increasing the brand awareness also lead to develop the credibility and trust. It also enables the
business organisations to overall improvise their content strategy and generate more revenues.
This type of marketing is cost efficient and as well as saves the time which the firm can invest on
their other project (Fries, 2019). There are many organisation who promotes the products that are
not good for the consumer at some extent but they promote it and sales it in order to run their
business. For that reason they hires the influencer for their brand promotion, these are those
influencer who only look for their profit as they do not worry about their followers for the money
and other benefit they promote the products and services which is not good for the audience.
Thus those influencers are considered as the bad influencer (Lee and et.al 2021). There are also
many influencers who increase their followers by using specific software which consider as the
fraud, it results in vulnerable consequences for the brand who hire them for the promotion of
their products and services. There are many instances which states that many influencer
promotes the destination and charge benefits for them but in actual that particular things is not
worth for investment thus it is disadvantageous for the one who followed the suggestion of the
influencer.
For an example Amy Seder, she is the travel influencer and promotes the destination or
other hotels on her social media account in against she is payout by the brand whom she is
working for (Bakker, 2018). But she states that when she contacts the hotel in Italy in hope for
the free stay and other accommodation for the free of cost as she was promoting that particular
hotel over her social media page, but she was rejected by the hotel, it was the bad experience
which she had. Therefore, there are many instances where the influencers are cheated by the
firms, as they work hard for the promotion of that particular brand and in result they will get
nothing. Many of influencer who are the victim of fraud from the firm started circulating bad
side of the firm which is ultimately loss in business (Boerman and Müller, 2022). Hence it is
important for the firms to sign the contracts with the influencer in order to protect from any
miserable situation and same goes to the influencer to make sure that to sign the contract, it will
give them assurance that they will be benefited for their effort which they have shown in
promotion of the brand.
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CONCLUSION
From the above essay it is concluded that marketing in contemporary world has taken many
other form which the organisations utilised in order to better carry out of their marketing
strategy. Above has discussed about the influencer marketing as how it is impacting the market,
businesses are benefited by this approach in order to maximise their sales. Overall it has included
that in this influencer marketing usually company hires the individual who have the number of
loyal followers, brand hires them and usually payout for their contribution, it helps them to
increase the sale of that particular items and service. It has illustrated the discussion over the
good, bad influencer as how they act and their perception for selecting the particular brand and
product. It has involved the range of example of the traveller influencer who posts the
information over their social media account to attract the audience towards it.

REFERENCES
Books and journals
Bakker, D., 2018. Conceptualising influencer marketing. Journal of emerging trends in
marketing and management. 1(1). pp.79-87.
Boerman, S.C. and Müller, C.M., 2022. Understanding which cues people use to identify
influencer marketing on Instagram: an eye tracking study and experiment. International
Journal of Advertising. 41(1). pp.6-29.
Farivar, S. and Wang, F., 2021, June. Influencer marketing: Current knowledge and research
agenda. In Digital Marketing & eCommerce Conference (pp. 201-208). Springer, Cham.
Fries, P.J., 2019. Influencer-marketing. Springer Fachmedien Wiesbaden.
Gross, J. and Wangenheim, F.V., 2018. The Big Four of Influencer Marketing. A Typology of
Influencers. Marketing Review St. Gallen. 2. pp.30-38.
Lee, P.Y. and et.al 2021. The sway of influencer marketing: Evidence from a restaurant
group. International Journal of Hospitality Management. 98. p.103022.
Li, Y. and Peng, Y., 2021. Influencer marketing: purchase intention and its
antecedents. Marketing Intelligence & Planning.
Martínez-López, F.J. and et.al 2020. Influencer marketing: brand control, commercial orientation
and post credibility. Journal of Marketing Management. 36(17-18), pp.1805-1831.
Zhang, T. and Huang, X., 2022. Viral marketing: Influencer marketing pivots in tourism–a case
study of meme influencer instigated travel interest surge. Current Issues in
Tourism. 25(4). pp.508-515.
Zhou, S. and et.al 2021. How social media influencers’ narrative strategies benefit cultivating
influencer marketing: Tackling issues of cultural barriers, commercialised content, and
sponsorship disclosure. Journal of Business Research. 134. pp.122-142.
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