MGBBT0UCT: Influencer Impact on Consumers & Brand Connections

This essay examines the significant impact of influencers on consumer behavior in the 21st century, particularly within the tourism sector. It defines influencer marketing, highlighting its growing importance over traditional marketing methods, and discusses the projected future growth of the influencer industry. The essay analyzes the role of influencers in shaping consumer choices and brand perceptions, emphasizing the importance of authenticity and relatability. It features case studies of travel influencers Jack Morris and Paul Steele, analyzing their content, brand connections, and follower engagement. The essay concludes that influencer marketing offers substantial opportunities for growth and development, provided influencers maintain authenticity and unbiased content. Desklib provides access to this essay and many other resources for students.

ESSAY

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................3
MAIN BODY...................................................................................................................................3
Influencer marketing....................................................................................................................3
The future of influencers..............................................................................................................4
Influencer 1- Jack Morris.............................................................................................................4
Influencer 2- Paul Steele..............................................................................................................5
CONCLUSION................................................................................................................................6
REFERENCES................................................................................................................................7

INTRODUCTION
Influencers are a major attraction and interest of the society in current times. Social
media influencers are basically the people, either individuals or group of individuals, that show
their daily living or present things of particular genre through their social media accounts. There
is no eligibility to become a social media influencer. In the present generation social media plays
a major role in the life of individuals, people incline or bend on these platforms regarding each
and everything. For example, if someone wants to make pancakes at home, the whole recipe is
available on social media, from what to wear to everything regarding how one should live is
present on these platforms. This essay discusses the sector of influencer marketing in depth by
providing two examples of huge names of influencers in the field of travel and tourism. Also,
this essay discusses the future of the influencers and influencer marketing.
MAIN BODY
Influencer marketing
By the name itself it is understood that influencer marketing is basically the marketing of
the products done by the influencers (Jahnke., 2018). Specifically, influencer marketing refers to
social media marketing that does use of the product mentions and the endorsements from the
influencers. Influencers are basically the individuals that have a good number of social media
following. Influencers are known to be the most influential marketers in the current times, as
most of the youth and even overall population within the society is into social media or social
media plays a huge part in their lives, the celebrities and the politicians are less influential, they
are now considered as the traditional influential sources, whereas now the influencers have
become the leaders in this sector (Deges., 2018).
In influencer marketing a company basically connects with an individual who has a good
following on social media platforms through emails or managers of the influencers or the
connection routes provided by the influencers on their platforms (Fries., 2019). After the
company reaches out to the influencers, the influencers decide whether the product is eligible in
accordance of the niche of the influencer in particular. If so, then a positive response is sent from
the side of the influencer. Then the company sends a PR package to the influencer, this package
consists of the products that the company wants to market through the influencer's platform.
According to the demand of the company and the decided contract the influencer posts regarding
the product and the products are hence marketed among all the followers of the influencer as

well as the people who see similar kind of posts. So a huge market and audience is covered
which might be interested in the products. This is a win-win situation for either of the parties, as
the company gets its product marketed to a large audience and market and the influencer also
gets the products and gets to collaborate with different companies (Jin. Muqaddam. and Ryu.,
2019).
The future of influencers
Influencer marketing industry has been evolving enormously throughout the years. And
in the future also it has been expected to keep on rising with a fast pace (Femenia-Serra. and
Gretzel., 2020). The influencer marketing industry is going to see a big rise in the year 2022 and
the demand for micro influencers will also rise. Influencer marketing is also an enhancing
industry because the influencers promote the products and the brands in the most relatable way
possible which attract the customers more towards the products. Hence, more and more people
are inclined towards purchasing the products which supports in the company's motive of
achievement of increased revenue generation through the influencer marketing.
Due to increased demand and requirement of influencer marketing and specially micro
influencers more individuals are interested in starting a career as an influencer (Bendoni. and
Danielian., 2019). As people will be more interested in the field it will keep on growing. Also, by
analysing the role that social media plays within the society it can be said that social media is not
going anywhere anytime soon. Hence, growth in this sector is not limited to certain number of
years. In this era the impacts that the influencers have on the growing budget is amazing.
Influencer marketing is a new big thing because it is shaping the overall industry and the
companies or the marketers that are innovative are increasing the rate of their investments in it.
Also, through influencer marketing the companies are able to attract and influence a
certain or targetted audience within the community (Backaler., 2018). Therefore, something that
has numerous advantages and opportunities of growth as well as development can not be of less
profit in the long run. Hence, there is only growth for the influencers in this field if the content
they provide to their audience is authentic and unbiased.
Influencer 1- Jack Morris
Jack Morris is a very famous influencer on social media. He has millions of followers
from all across the world following him through his adventures and new discoveries of different
locations. Jack Morris and Lauren Bullen are a couple that are in their 20s at the time and have a

large number of people following them on their social media. They obviously come under the
category of influencers. Due to their huge following many companies of the genre they mainly
post in are inclined and interested towards working with them. The genre Jack mainly posts in is
the travel and the tourism category. Specifically the people who are interested in travelling and
discovering new and undiscovered and mainly interesting and entertaining locations follow him
in particular. Jack and Lauren basically met in Fiji on their individual trips and since then they
have been travelling together to different countries. Since then the couple has visited around 20
different countries all across the world. This is because they share a one common feeling that is
their love for travel.
As Jack Morris in particular is only focused towards sharing content that is related to
travelling and the necessities one requires while going to different places at different time
durations. He in particular will have an audience and the group of followers that are specifically
interested in this kind of stuff. Hence, the products that are mainly marketed on his social media
account by him are also travel related stuff and stuff that are necessary and all the key points that
one needs to remember while they are travelling at a particular location or country. Therefore,
the companies that mainly sell these kinds of products and want to reach out to the audience that
is interested in such stuff collaborate with him.
Influencer 2- Paul Steele
Paul Steele is a social media influencer from the United Kingdom. He left the job he was
doing around 11 years ago and started hiking in the mountains since then. Now, in the present
times he makes a living out of his social media accounts and websites as he has become a famous
hiking influencer that has more than half a million followers on his Instagram account. He is not
a normal travel influencer, the thing that makes him different from other travel influencers is that
he travels with his dogs. He thinks that hiking is like a paradise to many people, and he wants to
enjoy this with his three dogs. He not only does travelling but also does photography and other
activities too. Hence, the companies that provide products that are related to any of the things
that he does are interested in collaborating with him. Also, the companies that provide dog stuff
and dog related necessities send their products as PR packages to him. So, his genre of posting is
not limited to only travel related things and specifically travelling. Rather, all of the things
mentioned also have importance on his social platforms. Hence, he provides different content
and has a diverse type of following. Some people interested in photography, some in travelling,

some in dogs, etc. Therefore, any type of products that are related to any such topics and things
can be marketed on his socials.
CONCLUSION
Anyone from any location from all over the world having the access of internet and social
media platforms can become a social media influencer. This essay in particular describes the
sector or area of influencer marketing in brief. It states the meaning of influencer marketing and
the impact it has over the market in the present times. Also, the essay provides a description
regarding the evolution and importance of influencer marketing. Because it is stated that
influencers are more followed and influential over the people regarding marketing and selling of
goods in comparison to the influence that celebrities, politicians and others have over the people.
Two of the influencers that have a major impact on the people and have a huge fan following in
and post in the genre of travel and tourism related things are also discussed in the above
discussion. Lastly, the future of influencers is discussed above.

REFERENCES
Books and Journals
Backaler, J., 2018. What’s Coming: The Future of Influencer Marketing. In Digital Influence
(pp. 187-201). Palgrave Macmillan, Cham.
Bendoni, W. and Danielian, F., 2019, July. The future of influencer marketing in the digital age
of virtual influencers. In 2019 Global Fashion Management Conference at Paris (pp.
604-607).
Deges, F., 2018. Quick guide influencer marketing. Springer Fachmedien Wiesbaden.
Femenia-Serra, F. and Gretzel, U., 2020. Influencer marketing for tourism destinations: lessons
from a mature destination. In Information and Communication Technologies in tourism
2020(pp. 65-78). Springer, Cham.
Fries, P.J., 2019. Influencer-marketing. Springer Fachmedien Wiesbaden.
Jahnke, M., 2018. Influencer marketing. Wiesbaden: Springer Fachmedien Wiesbaden.
Jin, S.V., Muqaddam, A. and Ryu, E., 2019. Instafamous and social media influencer marketing.
Marketing Intelligence & Planning.