Influencer Marketing: Examining Brand-Consumer Interaction Dynamics

This report examines the influence of influencer marketing on brand interactions with consumers, focusing on how brands utilize influencers to build trust and reach potential customers. The report highlights the role of social media platforms, particularly Instagram, in influencer marketing strategies. It discusses how influencers, through their followers and endorsements, affect consumer perceptions and purchasing intentions. The report also references academic sources, such as Jin, Muqaddam, and Ryu (2019), and Sokolova and Kefi (2019), to support its findings and provide a comprehensive analysis of the topic. Overall, the report provides valuable insights into the evolving dynamics of brand-consumer relationships in the digital age.

Do you think influencer marketing
has changed the way brands
interact with consumers in a
positive way?

Table of Contents
Do you think influencer marketing has changed the way brands interact with consumers in a
positive way?...............................................................................................................................1
Influence of Influencer Marketing on interaction of brands with consumers.........................3
REFERENCES............................................................................................................................4

Influence of Influencer Marketing on interaction of brands with consumers
Influencer marketing refers to hybrid of old and modern marketing. In this idea of
celebrity endorsement is linked with modern day content driven marketing. In this brand
collaborate with influencers. This type of marketing is successful because of influencers
because they have high number of followers, and they are able to build and develop trust
among their followers (Jin, Muqaddam and Ryu, 2019). Brands when are recommended
through influencers and recommendation from them serves as social proof for potential
customers. In this, brands can use Instagram influencer marketing is very important but
platform for social media marketing are increasing every day and now there are various
networks through which brands can employ influencer marketing. In interaction of brands
with customers this marketing plays a very important role and brand can directly interact with
customers through influencers. Influencer are able to build trust in their followers and this
trust is later used by brands to get more customers. Consumers are affected through the
endorsement and influncers shows that they are consumer of particular brand and their
followers on their trust connect themselves with those brands. This way brand interact with
consumers so that they do not have to make much influence on the consumers and influencers
are hired by the brands to do that. This have made interaction between brands and consumers
more easy and more effective that brand without having any direct interaction with potential
consumers is able to communicate their message (Sokolova and Kefi, 2019). For example-
Brand X employs celebrity endorsement and these endorse their products on Instagram and
Facebook and other social media sites in which they impact the perception of their followers
about the brands.

REFERENCES
Books and Journals
Jin, S. V., Muqaddam, A. and Ryu, E., 2019. Instafamous and social media influencer
marketing. Marketing Intelligence & Planning.
Sokolova, K. and Kefi, H., 2019. Instagram and YouTube bloggers promote it, why should I
buy? How credibility and parasocial interaction influence purchase intentions.
Journal of Retailing and Consumer Services.