Influencer Marketing: A New Weapon in Marketer’s Arsenal

Description

Page: 343-350

Shabraiz Malik, Nuzhat Jan, and Mushtaq Ahmad Bhat (Department of Commerce, University of Kashmir, Srinagar, J&K)

As social media usage and advertising expenditures continue to rise, marketers have been forced to devise innovative and unconventional techniques. Influencer marketing, being one such tactic, connects social media personalities with brands that target audiences’ trust to create brand awareness and improve audience engagement. It is often described as a contemporary phenomenon that has benefited significantly from the cooperation of marketing firms in recent times. Although influencer marketing is a relatively new strategy, it remains a viable choice for managers who are ready to think outside the box while developing connections with the intended audience. However, despite its significance, many marketing executives still have poor comprehension of this novel strategy in comparison to their knowledge of more traditional marketing tools, thus making it difficult to make an informed decision in this ever-changing environment. In response, the present article attempts to deliberate on some of the critical themes and issues surrounding influencer marketing. As part of the discussion, relevant literature and aspects of each theme are thoroughly addressed. Finally, the article concludes by offering recommendations in line with the discussed themes to aid marketers in designing effective influencer marketing campaigns to scale up their businesses.