MGBBT0UCT - Exploring Influencer Marketing and Consumer Behavior

This essay discusses the growing impact of influencer marketing on consumers in the 21st century. It defines influencers as experts who build reputations and engage audiences through social media. Brands collaborate with influencers to promote products and services, enhancing brand awareness and driving purchasing decisions. The essay highlights examples like Emma Watson and Selena Gomez, who use their platforms to promote brands and advocate for social issues. It also touches upon the future trends in influencer marketing, including the rise of micro-influencers and the importance of authenticity. The essay concludes that influencer marketing is a powerful tool for companies to connect with consumers and build brand loyalty, while also noting the potential pitfalls, such as fake followers and the need for genuine engagement.

MGBBT0UCT –
Understanding
Customers

Contents
INTRODUCTION...........................................................................................................................1
MAIN BODY...................................................................................................................................1
Influencer marketing....................................................................................................................1
Conclusion ......................................................................................................................................4
References .......................................................................................................................................5

INTRODUCTION
Influencer is the person who is expert in the particular field and build a reputation for
their knowledge and expert in specific topic. Along with they are posting videos and photos
about the topic on their preferred social media channels and gain large number of followings.
Brand recognized the good influencers those content quality is good and produce the most
audience engagement and setting the relation of communication and trust (Sweeney, Lawlor and
Brady, 2022). Many influencer make money by serving as a brand ambassadors, they promoting
brand through a single sponsored post, along with the influencer post the picture or video and
discuss the product and services which is offering by the company in order to generate the
overall brand conscious. In this essay it discuss the impact of influencer on the consumers in 21st
century, choose any influencer and give introduction (Alampi, 2019).
MAIN BODY
Influencer marketing
Influencer marketing is very popular in online marketing, it is a hybrid of old and new
marketing tools. This types of marketing are use by the influencer to promote the brand for a
large market, it is a type social media marketing which is uses by endorsements. Along with the
big brand company Takei the idea of celebrity promotion to doing a content driven marketing
campaign(Bendoni and Danielian, 2019). But influencer marketing are not only doing by
celebrities, alternatively, it revolve around the influencers many whom would never consider
themselves famous in an offline surroundings. This influencer have power to impact the
purchasing decisions of others, because people believe that, they have authority, knowledge,
position with their followers (Stubb, Nyström, and Colliander, 2019). The size of the following
depend on the size, along with it involves the brand collaboration with the online influencer to
market one of its products and services. For example you tube celebrity Emma Watson so the
leading feminists at the UN and she is role model too, she started the campaign he or she which
encourage the men to support the feminist movement. Selena Gomez, she is the highest paid
influencer on Instagram, she is famous for her signing, acting, singing modelling and she uses
these talent to interact with her audience via on social media. Along with marketing is carefully
consider their approach to influence the marketing, develop the schedule. Today influencers
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having a so many options and influencer marketing is popular now and it will become more
poplar over the up coming years (Tabellion and Esch, 2019). Most of the people are becoming
influencer, because social media platforms are continue to grow they are many opportunity for
the new people to become a good influencer, it is the agencies which is growing the popularity.
Influencer are showing more of their reality, that why brand choosing influencers for promoting
their brand (Bu, Parkinson and Thaichon, 2022).
Emma Watson is the famous British actor, she was appointed as UN Women Goodwill
Ambassador in July 2014. She was born on 15- April-1990 in Paris. Emma is know for her
iconic role character of Hermione Granger in Harry Potter films which is globally successful. It
was the first film series which is performed by the her. Along with at the age of twenty four ,
Emma has concerned in the promotion of girls education, recently she visited Bangladesh and
Zambia for the part of her humanistic efforts. She was worked with many promoters and
promote the fair trade and organic clothing and served as a ambassador for camfed international.
Emma Watson is the positive influencer, she is the role model for the young generation, she
having millions of followers and she promotes many brands like Gabriela Hearst, Catbird, Simon
Miller, Tome NYC and many more (Chen Lin and Shan, 2021). Along with she has been spotted
to wearying Christian Dior dress on award show, she strongly establish feminist properties and
she launched the He for She incentives, in which the main goal the get they men and boys part of
feminist fight for the gander equality (Saima and Khan2020). She believes that men and women
are equal and they should be get equal rights and opportunity, many people are follow them and
she is perfect role model people believe that she having good knowledge (Tanwar, Chaudhry
and Srivastava, 2022). She is eco- activist, making headlines for wearing a Calvin Klein dress
which is made by the recycled plastic bottles at the 2016 Met Gala and cooperate with the New-
york e- commerce site Zady, which is utilise non- toxic and non- artificial fabrics based of
manufacturing process.
Selena Gomez is actress and singer at the age of nine, she was played the role of Latina-
Italian middle daughter on longest- running Disney channel show and name of the show is
Barney and friends and quickly roses and so on. She post pictures and videos on regular basis
from all aspects of her life to connect with their fans and crate a positive difference in the world,
she admits that changes is take times (Ong and Ito, 2019). At the age of 25 year old Selena
Gomez is the big voice of under presented issues, such as mental health, autoimmune diseases,
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equality for the LGBT community and many more (Fries, 2019). She use social media platform
for sharing their view and try to make difference. She is the highest pain influencer on
Instagram, she is monitoring the social media world, she is the most followed person on
Instagram and her influencer status is consider is the most influential in the world which is talk
about the big impact. She is famous for her acting, singing, modelling and she is using these
talents to connect with their fans, along with Instagram paid 800K per post (Ye Hudders, De
Jans and De Veirman, 2021). With the 310 million followers and cunting, Selena Gomez is the
fifth- most follower account on Instagram but for more that four year she cut herself off from
social media. In a interview with the good morning America, she get the attention to her new
mental health destination, she said many thing which is related to the social media. Along with
she released the new mini- magazine with lots of beauty and personal development advice to
promote her make up brand rare beauty (Gürkaynak and Kama, 2018).
The future of influencer are very bright, because the influencer marketing industry in
2022 is increasing demands for the micro influencer, it is the form of social media marketing
which includes assertion and product and services advertising by influencers which have a
perceived degree of awareness on social impacts. Influence marketing is the marketing, which
helps the bug company to promote their brand on social media platform with the influence and it
come from the wide range of places (Kemp, Randon McDougal and Syrdal, 2019). Along with
audiences are follow their content and believe that ,they are having enough knowledge , they
advertising their product across the different social media platform which helps the company to
build their brand image and generate the leads for their sales funnel through the buyer personas.
The are many benefits to doing influence marketing for example, increase the brand awareness,
build creditability and trust, increase sales, dive purchases decisions and so on (Jahnke, 2018).
Recent trend has shown that this marketing strategies, is a bound to change with the new
techniques and technology trends (Yesiloglu and Costello, 2020). The future of influencer
marketing is all about the collective. The future of influencer is increasing, because this
promotion activity are not need to hug money, along with young generation are also attracted
this things, now a days many young influencer are having in social media which helps to
encourage the followers in purchasing decisions (Holiday, Densley and Norman, 2021). But
many influencer are buy the fake followers, so their engagement rate is low, micro-influencer
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have a few social media fowlers but they try to work on maintain the personal bonds with their
target audience. For example Coca-Cola are also used this influencer marketing strategies to
promote their brand and doing some innovative promotion avidities.
Conclusion
In this essay report it discuss the topic of influence marketing, now a days influence
marketing is highly increase tools which is used by the company to promote their brand, they
connect with the social media celebrities or those influencer who are having high amount of
followers or subscriber, they promote the brand of the company and make money by serving the
brand ambassadors. Promoting brand through a single sponsored post and influencer are
regularly discuss with their followers related to the product and services which is offered by the
company to generate the overall brand awareness.
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References
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J. F.R., . Influencer marketing and its impact on the advertised brand. In Advances in
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