The Rise of Influencer Market: How has Social Media Changed Brand Promotion?

Name:

Lecture:

Course:

Date:

How has Social Media Changed Brand Promotion

Brand promotion through influencer marketing has been changed dramatically in a period where social media has rammed its way to promote products in an authentic and relatable way. In contrast to traditional advertising that works by using broad word and often impersonal message, influencer marketing guarantees the appearance of intimate bonds between the brand and the consumer. Instagram, TikTok and YouTube have turned into the most crucial space for influencers to spread products and make paid partnerships look organic and natural (Ozuem & Willis, 2022).

The main goal of this project is to answer how has social media impacted brand promotion through influencer marketing. The objective is to investigate the way in which influencers influence the consumer purchasing behavior, affect brand loyalty and play a role in creating an emerging digital marketing scenario. Through researching case studies of such successful influencer campaigns, and analyzing influencer campaigns’ consumer engagement metrics, this research will present a case that influencer marketing is much more effective than classic advertising methods.

For this research, the sources will be business owner of peer reviewed marketing but other industry reports can be considered sources like Forbes and also focusing case studies that major brands had successfully used Influencer marketing. It is a package that will give real time data of consumers interactions and engagement, as well as campaign effectiveness, using social media analytics and insight from platforms such as Hootsuite or Sprout Social. These are the sources chosen to offer academic and practical views on how the strategies of social media marketing have evolved (Joshi et al., 2023).

This topic is relevant in the modern digital economy and, thus, I opted to choose it. Today, influencer marketing has transformed the way that businesses interact with people of interest, and it is unsurprising that businesses more and more are investing in influencer partnerships. This is one of the most important shifts today if you want to develop a career in marketing and business administration. Through this analysis, I will be able to identify what factors result in a successful influencer driven brand promotion.

References

Joshi, Y., Lim, W. M., Jagani, K., & Kumar, S. (2023). Social media influencer marketing: foundations, trends, and ways forward.  Electronic Commerce Research, 1-55.

Ozuem, W., & Willis, M. (2022). Influencer marketing. In  Digital Marketing Strategies for Value Co-creation: Models and Approaches for Online Brand Communities (pp. 209-242). Cham: Springer International Publishing.