IMPACT OF INFLUENCERS IN DIGITAL MARKETING: AN ANALYSIS

Abstract

            During COVID pandemic, traditional open-source market places faced severe struggle of existence. The progress of web technology normalized the spontaneity of virtual communication. This marks the rebirth of Web Searched Marketing throughout the world. Social media platforms played a significant role in developing influential marketing strategies. To aware the consumers about the contents, the marketing blockbusters adopted several policies & methods. The involvement of the social media influencers in Digital Marketing impactfully altered marketing policies towards the consumers. The study on influencers is in a great demand on Digital Marketing research. Influencer marketing is evolved from traditional marketing strategies like print advertisements, celebrity endorsement etc., the companies use influencers with lots of followers as marketing tool on social media platform affecting the attitude of targeted audiences. How the influencers motivate the consumers towards a particular brand is the scope of this study. Generation Z, the generational cohort following millennial generation, have been chosen as focus group. The collected data are justified using categorized indexing. As it explores and adds existing literature, the research used a deductive approach. The survey method has been adopted to imply theoretical analysis.

            Since the sample type is within limited age group (born between late 1997s and early 2012s), the outcome of the research may vary for others. But since most of the popular social media sites like Facebook (2004), Twitter (2006), Whatsapp (2006), Instagram (2010) etc. have been developed and launched within this timeframe, the focused generation are well versed to use those. Instead of celebrity endorsement, the social media advertisers are using influencers to increase the potential consumers. The young generation is being easily influenced by the persons who have large number of followers. There is an obvious shift of attitude of gen z due to influencer marketing caused by alignment of promotions, degree of credibility and trust on the influencers.