Scolere, L., Pruchniewska, U. and Duffy, B. Exploring the work of influencers within the social media environment. Therefore, the use of influencer marketing may have some negative implications for brands, which calls for marketing specialists to consider several important points. Engagement can be created with the help of a reciprocal relationship between influencers and their followers. As we begin to look at emerging from the pandemic, we see that media plans that have worked for decades have now expired, and its vital to stay ahead of the digital changes anticipated in 2021 to avoid being left behind. The primary objective of the thesis is to explore the impact of influencer marketing on consumer behaviors. If your brand is new to influencer marketing. It is used in brand campaigns to increase customer engagement, sales, and reach, and is an extension of the traditional word-of-mouth marketing concept that integrates the social context of advertisement in a more professional way (Sudha and Sheena, 2017). The hashtag, which has 8.1 billion views, is full of consumers motivated to buy a product because they saw their favorite TikTok influencer endorse a must-have makeup or a kitchen gadget. Web. The production of original and effective content is what influencers should do when working on a marketing strategy with brands (Berthon, Pitt, Plangger and Shapiro, 2012). Among other methodology strategies, literature reviews are important for such reasons as determining the extent to which a study arear shows interpretable patterns and trends, identifying what has already been written on a topic, aggregating relevant empirical findings regarding a narrowed research question, as well as identifying questions for further research (Pare, Trudel, Jaana and Kitsiou, 2015). Impact of Influencers on Consumer Behaviour: empirical study No matter how polished and unrealistically beautiful the posts on their profile are, the Instagram story aspect offers an opportunity to show the details of their lives and seems relatable and honest. In cases when influencers recommend products that greatly fits the need of consumers, interest, or purchase, the higher is the likelihood that purchasing intention leans toward buying that product (Lisichkova and Othman, 2017). Brands that embrace new advertising strategies will make substantial market gains; those that are not moving with the times are likely to be crushed. Influences provide a positive outlet for such interactions because they can represent the interests of consumers and share their opinions online. Why? 534-553. Influencers selfies as subversive frivolity, Social Media + Society, 2(2), pp. Studying influencer frivolity as a method for gaining exposure. Social media, Marketing, Customer, Purchase, Consumer behaviour, Decision making process 1 Introduction With continuously changing environment and trends, social media has bigger impact on its user now than ever before. Where is the right place? . Although, when there is no disclosure, the audience may not notice a paid post because of the native advertising method. Freberg, K., Graham, K., McGaughey, K. and Freberg, L. (2011) Who are the social media influencers? The narrative literature review showed that influencer marketing was a common and effective tool for promoting products and services and used to impact consumer behaviors. Studying the impact of influencers self-branding in advertising. The purpose of this thesis is to review published literature both printed and electronic on the subject of Internet marketing. Try The Creator Marketplace to find influencers and launch your campaign. It consists of product, price, promotion and place. Audrezet, A., de Kerviler, G. and Moulard, J. In case if marketers do not align their marketing objectives with the decision to collaborate with specific influencers, it is likely that their campaigns may not turn as successfully as expected. Studying the influence of lifestyle on consumer behaviors. And who are the right people? Influencer Marketing Impact on Consumer Behaviour, Gender Equality and Role of Media Industry, Agenda Setting Theory and Practical Application, Ethics, Social Media and Cell Phone Use in Schools, Fake News: False Information About Covid-19, Tobacco Under Fire: Advertising a Harmful Product. This is a native marketing strategy that is highly effective for making audiences make a purchase the seamless integration of advertising into the content creates a sense of an authentic and honest recommendation even though they have been paid for by brands or companies. Consumers are, first and foremost, people and people are primarily interested in content. 183-199. 283-298. According to Vyatkina (2020), around 46% of marketers who work in the beauty or fashion industry have found that micro-influencers with ten thousand to a hundred thousand followers guarantee much more profit compared to other types of personalities who post on social media. 1974-1984. Web. Web. Kapitan, S. and Silvera, D. (2016) From digital media influencers to celebrity endorsers: attributions drive endorser effectiveness, Marketing Letters, 27, pp. Half of all respondents now say that theyve purchased a product after seeing it used by a social media influencer, according to the 2023 Trust in Influencer Marketing report from IZEA. Web. Influencer marketing is appealing since there is no need to deal with the peculiarities of online advertisements and limitations such as adblocking. Bottom line: A long-term relationship with an influencer can directly impact sales. behaviour in the market. Considering the increased role of digital solutions in peoples everyday life, the aim of this literature analysis is to explore and analyze literature on the topic of influencer marketing and its influence on brand recognition, popularity, and return on investment (ROI) (Lisichkova and Othman, 2017). The impact of influencers on online purchase intent is real. Brake, D. (2012) Who do they think theyre talking to? Fashion Influencer Heather Anderson shows her audience, in four ways. 90% of people are much more likely to trust a recommended brand, even if the recommendation is from strangers. With 4.63 billion people now on social media, more than half the world is using the social platforms. Half of all respondents now say that theyve purchased a product after seeing it used by a social media influencer, according to the 2023 Trust in Influencer Marketing report from, The impact of influencers on online purchase intent is real. 6. Premium Papers. Conclusion. Therefore, the most effective and persuasive ads on the part of influencers are those that align with their self-branding and values (Khamis, Ang, and Welling, 2017). Cherubino, P., Martinez-Levy, A. C., Carat, M., Cartocci, G., Di Flumeri, G., Modica, E., Rossi, D., Mancini, M. and Trettel, A. Specifically, the most significant impact of influencers occurs in terms of promoting clothing, accessories, beauty products, and services (Gannon and Prothero, 2016). Johan Wideroos. (2016) Literature search for research planning and identification of research problem, Indian Journal of Anaesthesia, 60(9), pp. Active audience management shows who responds to content, identified through first-party data. Lifestyle factors contribute to purchasing behaviors because they represent certain activities and expectations that customers have for products or services have. Expertise from Forbes Councils members, operated under license. Using such keywords as influencer marketing, influencer advertising, social media advertising, social media consumer behavior, online consumer behavior, a search of the literature was conducted. The aim of this study was to determine the features of social media advertisements that influence consumer perception and their effect on purchase intention. The contributing impact of influencer marketing occurs predominantly in cases when there is a close connection between the values of the brands and the values of influencers who are financially rewarded for their recommendations to their audiences. Therefore, it is impossible to ignore the fact that the brand ambassadors in the form of influencers will continue engaging their followers into a conversation about their expectations about products and push them toward purchasing through giving personal and potentially genuine recommendations. Finally, issues can appear regarding the compliance of influencer-produced content with brand values. Researchers have also examined the impact of social media-associated costs on company performance and stakeholder value (Hughes et al., 2019; Danaher and Dagger, 2013). 149-154. Build Brand Awareness. Thus, influencer advertising has become an increasingly present form of advertising in todays highly saturated environment. Exploring the self-brand construction of influencers within social media promotions. Influencer Marketing and Consumer Behaviour: A Systematic Literature Managed Services offerings, 2023 IZEA. I developed essential skills associated with collecting information on the topic of influencer marketings impact on consumer behaviors and synthesizing it to answer the topic. The platform has fun features, like adding fonts and filters to show up, Influencers can sway the decisions of consumers. Some influencers may not have a positive image due to some scandals or the lack of authenticity or credibility, and this can reflect on the reception of their paid advertisements (Abidin, 2017). Due to the social component of influencer marketing and the exchange of opinions and perspectives between influencers and their followers, companies have begun investing in this form of online advertising while abandoning traditional celebrity endorsers. The Impact Of Influencer And Word-Of-Mouth Marketing. 1-17. Therefore, influencer-based marketing has shown to be successful in cases when there is an alignment between the values of target audiences and the values of brands. The impacts of social media marketing on consumer behavior was studied. Biaudet, S. (2017) Influencer marketing as a marketing tool: the process of creating an influencer marketing campaign on Instagram, Degree Thesis International Business. Research shows 47% of Gen Z and 41% of millennials choose to follow and buy from influencers, according to Insider Intelligence. Finally, the most crucial component for me was to write a coherent and in-depth narrative intended for synthesizing the sources that were found, read, and subsequently analyzed. Social media influencers impact on society is vast and will likely grow. Hughes, C., Swaminathan, V. and Brooks, G. (2019) Driving brand engagement through online social influencers: an empirical investigation of sponsored blogging campaigns, Journal of Marketing, 83(5), pp. Uzunoglu, E. and Kip, S. (2014) Brand communication through digital influencers: leveraging blogger engagement, International Journal of Information Management, 34(5), pp. study demonstrated that online influencer marketing impacted offline purchases too. Table 2: Consumer behavior as Indicator of Marketing Success. There are several strategies that social media opinion leaders can use to build a reputation for being authentic personas. Through authenticity, influencers can honestly interact with their audiences and the latter become more interested and engaged with the content when they develop a feeling that they know an influencer (Duffy and Wissinger, 2017). So, what is the right story? Overall, the narrative literature review showed that brand marketers are ready to work with influencers to attract target audiences, especially of younger generations, and it is forecasted that the trend will persist. Consumers in the other hand are more demanding and conscious about their needs. Sheth, J. It was also found that followers were more likely to buy products recommended to them online if they see proof from influencers that they genuinely use them and like them. Brands no longer talk to consumers; consumers talk to each other about brands. The main differentiator in the case of influencer marketing is that the results of the campaign are collaborations between brands and influencers.. As influencer content is perceived as more authentic,this often results in higher engagement and conversion rates. Belanche, D., Flavian, M. and Ibanez-Sanchez, S. (2020) Influencers Instagram posts, Spanish Journal of Marketing, 24(1), pp. Premium Papers. Influencers who use social media are useful due to building close relationships with their audiences. 1423. Influencers are your content production. With a wealth of knowledge across all types, Lemon8 is the new social media platform that everyone is talking about. Online audiences expect that influencers are knowledgeable about the advertised goods or services and give their honest opinion about them. Through authenticity, influencers can honestly interact with their audiences and the latter become more interested and engaged with the content. Influencers: Are you looking to partner with industry-leading brands? As pointed out by Zietek (2016), by showing that they are similar to their audience, social media personas can increase the amount of their influence. Kulmala, M., Mesiranta, N. and Tuominen, P. (2013) Organic and amplified eWOM in consumer fashion blogs, Journal of Fashion Marketing and Management: An International Journal, 17(1), pp. Lou, C. and Yuan, S. (2019) Influencer marketing: how message value and credibility affect consumer trust of branded content on social media, Journal of Interactive Advertising, 19(1), pp. Hennig-Thurau, T., Malthouse, E., Friege, C., Gensler, S., Lobschat, L., Rangaswamy, A. and Skiera, B. 11 Easy Ways You Can Quickly Add More Positivity To Your Life, Why This Family Of Six Has Spent A Year Delivering A Busload Of Books To Elementary Schools, Divorce Coaches: The Wellness Benefit That Can Save Employers Billions, ForbesWomen Weekly: Meet Americas Richest Self-Made Women. https://premium-papers.com/influencer-marketing-impact-on-consumer-behaviour/. The opportunities for studying influencer marketing impact are vast, with possibilities to explore changes in consumer behaviors in different industries as well as in regards to specific products that are being advertised to them. 517 534. The most significant impact of influencers occurs in terms of promoting clothing, accessories, beauty products and services. A brand could supply Heather with a dress to style for an influencer campaign. In addition to the skills, the comprehensive knowledge acquired during literature synthesis and analysis gave me a high level of topic understanding that can be helpful in future research. Online audiences have been shown to respond positively to the products promoted by influencers because they relate to them and can connect based on personal interests, tastes, the following of trends as well as product expectations, which makes influencer marketing a beneficial strategy (Delrue, 2018). Sixty-two percent of social media users say they trust influencers over celebrities. It takes the idea of celebrity endorsement and places it into a modern-day content-driven marketing campaign. As the buying power of these generations grows, influencer marketing will become a preferred way to connect with consumers. The simple cloud storage idea had spread to hundreds of millions of people around the globe thats the power of word-of-mouth marketing. 1-10. Celebrities are original influencers and have always been used by brands for their marketing campaigns. People jumped on this because it served two purposes for one, you were sharing a very useful new tool with friends, and secondly, you got more storage space for your business or personal use, making Dropbox even more functional. Most influencers who have an online presence are differentiated into such categories as celebrities, bloggers, industry experts, micro-influencers, and thought leaders (Kadekova and Holiencinova, 2018). Impact Of Influencer Marketing On Consumer Behaviour Thesis Researchers have extensively studied the subject of influencer marketing as a novel phenomenon that is changing the advertising landscape by getting consumers closer to opinion leaders and to brands that pay such leaders to recommend their products or services. There are many reasons why people follow influencers online and buy products recommended by them. Abidin, C. (2015) Arent these are just young, rich women doing vain things online? However, as found by Delrue (2018), some consumers value explicit disclosure of paid advertisements on social media because they feel that showing such information is necessary, especially for younger people, who can be influenced more easily. By means of correctly selected influencers, the content produced by brands is shown to users who represent the target audience for the company and are already interested in what it offers (Vyatkina, 2020). First, the mechanisms by which a social media influencer impacts consumer brand attitudes is presented.