Influencer marketing: how to reach to the right customer via social media content

Abstract

Brands have altered their marketing tactics in response to the rapid expansion of social media to engage with their varied consumers more through offering value and two-way communication. Influencer marketing was born out of this new approach to advertising businesses. Influencers may assist in creating brand value and raising brand recognition when businesses partner with influencers with the correct target demographic. According to recent marketing trends, influencer marketing is on the increase as a natural extension of word-of-mouth campaigns. Social media influencer marketing is a new digital marketing tactic that has arisen recently. Social media influencers are known as individuals who use images, videos, and other updates on social media platforms to affect consumers' impressions of a business or product. Organizations understand the importance of influencers in influencing purchasing decisions as customers turn to social media platforms. The current study highlights various aspects of influencer marketing that enable a brand to judge the parameters on which to analyse an influencer looking to be affiliated with the brand.