Understanding Customers: Analyzing the Role of Influencer Marketing

This essay delves into the evolving landscape of influencer marketing and its profound impact on understanding customer behavior. It highlights how influencers, particularly in sectors like tourism and business management, shape consumer perceptions and buying decisions through their blogs and social media presence. The analysis covers the effectiveness of influencer marketing in promoting brands, understanding consumer attitudes, and the shift towards micro-influencers for better engagement and data-driven results. The essay also touches upon consumer behavior models, such as Maslow's hierarchy of needs and psychoanalytic approaches, to explain the underlying motivations driving customer choices. Ultimately, it concludes that strategic and proactive integration of influencer marketing is crucial for companies aiming to connect with their target audience and build brand loyalty.

Understanding
Customers

INTRODUCTION.........................................................................................................................................................1
MAIN BODY.................................................................................................................................................................1
CONCLUSION..............................................................................................................................................................4
References:.....................................................................................................................................................................4

INTRODUCTION
In current era, the numbers of bloggers are increasing quickly and they become an
positive force in society. It is analysed that bloggers are role models in 80 % population to
influence people livings. Influencers attract followers by their lifestyle, education, buying habits
and through their behaviour(Iyer, Davari and Mukherjee,2018). Hence, this two way communication
flow among consumers to influencers and blogger to consumers that construct a specific relation
among them where they have capability to attract their readers and viewers with an useful
guidance. In this essay will highlight the concept of influence marketing after that it will justify
some influencers which makes a blog on a particular content and share a post to their followers.
Along with that it will explain the future of influencers with the help of models and theories.
MAIN BODY
Influence marketing is growing forward as an effective mode for promoting business and
attracting consumers. Initially influencers majorly acts on beauty products, but now promoting
all possible goods classified from food to tourism accommodations and financial goods. It is an
increasingly popular mode for brands to get the word out regards what they do, with outcome
that speaks for themselves. This is an effective manner for promoting brands and small business
in marketplace. It is a modern trend for promoting business in an effective way. This helps in
understanding consumer behaviour as well as attitude towards brand and its product. This
influence consumer positively and negative both manner, as they post some clips on social media
which provides a image of brand in mindset of users that influence them to buy goods and
consumes services as well as some times by viewing short clips or videos of company some
people change their mind to not to buy or use services of that particular brand(Trischler and et.,al.,
2018) . As they post things along with that they show how product and place looks like through
videos and short clips that creates an image in mind of consumers that influence them to go and
visit place as well as utilize the things. It is also analyse that most influencers have systematic
created a keen and enthusiastic audience. It is analysed that people now days follow influencers
more in comparison of brand or company. These type of followers don't go for brand or company
goods, they go for bloggers taste and preferences. They accommodate an influencers opinions
and ideas. It is not compulsory that an influencer must be a celebrity, whereas influencer can be a
normal person which promotes the brand products, as well as in tourism sector now days people
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go and explore new places post them on their web page so that followers can know about the
places and destination along with that they influence them to explore place with their families.
Now days many people explore new places which is attractive and have a natural beauty, share
the details of location by going live or making videos post them on social media in order to
attract many people. They also explore the tradition, culture and trends the particular destination
have.
Here are some top most tourism influencers that influence many people which follow
them devotedly, they follow their style clothing brand and many others. One of them is
“Nomadic Matt” is an American blogger, traveller is so much experienced bloggers as well as
counted in top most bloggers in world. Matt visited around 100 nations and stay in more then
1000 hostels and hotels. His blog is travel site, which attracts upwards of 1 million visitors every
month, along with that matt writes a many amount of books related to the experience they had
while exploring and travelling. Travel blog is counted in best travel blog and has been featured
by hugely influential news outlets and channels considering the wall street etc. his blog covers a
range of content that is beneficial for travellers and person who loves to travel. Blog contain
some basic and important facts that are as money saving tips, travel hacking, packing guides and
destination guides. Matt wants to present people how to travel smarter and travel for less money.
It is a complete guide that teaches people how to deal in serious situation while travelling in new
places. Blog provides best budgeting advice, it also provides knowledge that how to travel by
investing less amount and having good memories(Influencer marketing 2022). Influencer has
travelled many places like Mexico, Colombia, Iceland and any other places. As best thing in
blogger blog is that their website is sponsored and paid. This means visitors know that every
hotel, restaurant, or famous places of destination reviews that comes directly from travellers who
have been experienced there in regards to inform rather them, to convince to have a great
experience in low budget. The impact of travel bloggers a on tourism is seen in the ways that
people research earlier going on a holiday. People are also pleased to share their experiences
with travelers. The way people make selection has been influenced by social
media(WhoIsNomadicMatt2021). According to the ratings of others, respective evolve their faith
in a touristy agency. In the tourist industry, social media has had a significant power. Traveler
participate in field trips, make advised choices regarding their trip, and share their individual
seizure of a specific hotel; restaurant or airline with social networking web site. The
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development of Information technology on the Cyberspace has changed the accessible tourism-
related data, as well as the manner masses plan and creates travel selection, have been stricken.
Another blogger or influencer is “Fast company” they are famous business management
blogger. The company was initially found in 1995 on online social networking. The blog was
initially posted articles on innovation, designer and good ideas on managing business for
making business successful. The magazine and its websites are managed by mansueto ventures a
private media company controlled by Joe mansueto. The company is monthly American business
magazine published in print and online that concentrate on technology, business and design.
Websites covers leadership and creativity in business, surroundings and social issues,
entertainment and marketing its co design site, the transaction of concern operations and design ,
from architecture to electronics, consumers goods to fashion. Earlier the company operates
websites called co labs, co exist and co create and many others. Many business adapts the
principles and management tecniques that is suggested by bloggers in order to increase brand
awareness, attract capable customers and boost business growth . alteration in consumer
behaviour towards developing utilization of e commerce websites, social media them ia and
shopping from mobile phones has cemented the location of influencer marketing as a key policy
for conducting business growth. The blog of blogger is influential as they know how to mobilize
their audience and get key message in front of their target audience. They have found a specific
niche audience and they communicate with them in regards to get a success in business and
establishing company on long term basis(Iyer, Davari and Mukherjee,2018).
The future of these influencers, is all about the collective. Instead of respective marketers
might begin to units. The future of influencers marketing places an emphasis on the relatedness
of various markets. The influencers who posses the capability to transfer thoughts among
various groups would be the most influential ones. The use of offensive and proactive message
can have negative impact on the brand image. The influencer marketing business in 2022 will
look over a immense rise in the need for micro influencers. Micro influencers' part in the entire
manufacture increased forceful last year because of brands affirmative them outstanding to their
high action rates & expend. The business is anticipated to move towards data-moving
approaching which will get the original reason for the emergence in demand for micro-
influencers. Trademark are now consenting to work on proprietary content with micro
influencers because of approving data and better display. It also tends to an casual long-term
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relationship among the brand and the influencer thereby guarantee an always-on marketing
formulation. This ever-on influencer marketing motion represent brand allegiance from an
influencer thoughts and includes onto quality of the brand and improved brand reminders(Guo and
et.,al., 2020).
Business aim to understand buyer behavior via customer behavior analysis which
includes the qualitative and quantitative of a target market. The learning model of consumer
behavior theories that user attitudes responds to the wants to satisfy common needs for living,
like food, and many others. This includes maslow theory of needs that states satisfaction of
human basic needs within the job in order to have long term sustainability of an employees.
The psychoanalytic model creates majorly from frediun psychology. As per the this model ,
an individual consumer has a difficult set of broad seated motivates that drives them towards
some buying decisions. The consumers has a personal world with all his secret fears, and
completely subjective sustainability. Their buying method can be influence by approaching to
these wants.
CONCLUSION
It is concluded from above report that influencer marketing is most popular tools with a
great skills to make authentic content and prosecute a highly relevant audience. This industry has
proven success against a broad array of brand initiatives. The right queries to ask is when and
how they must be gathered into complete marketing plans. With its increasing role, companies
required to take a more strategic and proactive approach to define how and when they must
utilize use influence. It is important content with brand total image.
References:
Books and Journals
Guo, B., and et.,al., 2020. Deepstore: Understanding customer behaviors in unmanned stores. IT Professional, 22(3),
pp.55-63.
Hanesch, A., Brune, P. and Gewald, H., 2021. Will They Like It? Understanding Customer Adoption of Connected Car
Services within Automotive Aftersales.
Trischler, J., and et.,al., 2018. A designerly way of analyzing the customer experience. Journal of Services Marketing.
Japutra, A., and et.,al.,., 2021. Influence of customer application experience and value in use on loyalty toward
retailers. Journal of Retailing and Consumer Services, 59, p.102390.
Matarazzo, M., and et.,al.,., 2021. Digital transformation and customer value creation in Made in Italy SMEs: A dynamic
capabilities perspective. Journal of Business Research, 123, pp.642-656.
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Iyer, P., Davari, A. and Mukherjee, A., 2018. Investigating the effectiveness of retailers’ mobile applications in
determining customer satisfaction and repatronage intentions? A congruency perspective. Journal of Retailing and
Consumer Services, 44, pp.235-243.
Bezerra, G.C.L., and et.,al., 2021. Passenger Expectations and Airport Service Quality: Exploring Customer
Segmentation. Transportation Research Record, 2675(10), pp.604-615.
Online
WhoIsNomadicMatt2021[Online],Availablethrough:<https://www.pilotplans.com/blog/nomadic-
matt>./
Influencer marketing 2022 [Online], available
through:<https://www.businessinsider.in/advertising/brands/article/influencer-marketing-trends-
to-watch-out-for-in-2022/articleshow/88071937.cms>./
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