INFLUENCER MARKETING

– A NEW APPROACH TO AFFECT BUYING BEHAVIOR

MARIYAM AHMED

Assistant Professor, Faculty of Management, Kalinga University, Naya Raipur, Chhattisgarh

mariyam.ahmed@kalingauniversity.ac.in

Social media influencers are individuals who have established a significant online presence and a loyal following on platforms such as Instagram, YouTube, TikTok, or Twitter. They typically have expertise or influence in a specific niche, such as fashion, beauty, fitness, travel, or technology. Social media influencers engage with their followers by creating and sharing content, including photos, videos, blog posts, or product reviews.

What distinguishes social media influencers is their ability to influence the opinions, behaviours, and purchasing decisions of their followers. They often have a strong connection and trust with their audience, who see them as relatable, authentic, and knowledgeable in their respective areas of interest. Influencers leverage their influence by partnering with brands to promote products or services through sponsored content or collaborations.

The effectiveness of social media influencers lies in their ability to engage with their audience, generate high levels of engagement, and impact consumer behaviour. They have the power to sway opinions, shape trends, and drive product or service awareness and sales. Brands often collaborate with influencers to tap into their reach, credibility, and connection with their followers, allowing them to reach a targeted audience and create an authentic brand experience.

However, not all social media users with a large following can be considered influencers. True influencers are those who actively engage with their audience, consistently produce high-quality content, and have a genuine impact on their followers’ opinions and actions.

Influencers have a significant impact on the buying behaviour of the general public in several ways:

1. Trust and Authenticity: Influencers often build a sense of trust and authenticity with their followers through their relatable content, expertise, and personal experiences. Their recommendations and endorsements are seen as genuine and trustworthy, which can influence the purchasing decisions of their audience.

2. Product Recommendations: Influencers regularly showcase and review products or services that align with their niche or personal interests. Their recommendations carry weight, as they are perceived to have tested and evaluated the products themselves. When an influencer speaks positively about a product, it can generate interest and consideration among their followers.

3. Personalized Recommendations: Influencers often have a deep understanding of their audience and tailor their content to cater to their interests and needs. They may provide personalized recommendations or offer insights based on their followers’ preferences, which can help individuals make more informed purchasing decisions.

4. Social Proof: The social proof phenomenon occurs when individuals look to the actions and opinions of others to guide their own behaviour. When an influencer promotes a product or brand, their followers may view it as social proof that the product is valuable or desirable. This can create a sense of FOMO (fear of missing out) and drive individuals to make a purchase to align themselves with the influencer’s perceived lifestyle or preferences.

5. Product Discovery: Influencers often introduce their followers to new products or trends that they may not have been aware of otherwise. By featuring and discussing products in their content, influencers play a role in product discovery, expanding the options available to consumers and influencing their consideration set.

6. Social Engagement and Interactions: Influencers actively engage with their followers through comments, direct messages, and live interactions. This creates a sense of community and connection, allowing followers to seek advice, ask questions, and receive direct responses from the influencer. This personalized interaction can further influence the buying decisions of the general public.

It’s important to note that the impact of influencers on buying behaviour varies depending on factors such as the influencer’s credibility, relevance to the audience, transparency in sponsored content, and the level of engagement with their followers. Additionally, the effectiveness of influencer marketing may differ across industries, target audiences, and cultural contexts.

Brands are adopting various marketing approaches to leverage influencers and effectively target customers. Here are some common approaches:

1. Sponsored Content: Brands collaborate with influencers to create sponsored content where the influencer promotes the brand’s products or services. This can include dedicated posts, videos, or stories that highlight the features, benefits, or unique selling points of the brand.

2. Product Reviews and Recommendations: Brands provide influencers with their products or services to review and share their honest opinions with their audience. This approach helps build trust and credibility as the influencer provides an unbiased assessment of the brand’s offerings.

3. Brand Ambassadorship: Some brands establish long-term partnerships with influencers as brand ambassadors. These influencers become the face of the brand and consistently promote its products or services over an extended period. Brand ambassadors often develop a deeper connection with their audience and can have a more significant impact on brand perception and loyalty.

4. Giveaways and Contests: Brands collaborate with influencers to organize giveaways or contests where the influencer encourages their followers to participate. This approach helps generate buzz, increase brand awareness, and engage the target audience in a fun and interactive way.

5. Influencer Events and Experiences: Brands organize exclusive events or experiences in collaboration with influencers. This can include product launches, influencer meet-ups, or brand-sponsored trips. By inviting influencers and providing them with unique experiences, brands create opportunities for organic content creation and positive brand associations.

6. Affiliate Marketing: Brands provide influencers with unique referral or affiliate links that track the sales generated by their audience. Influencers earn a commission or other incentives based on the sales made through their links. This approach motivates influencers to actively promote the brand and drive conversions.

7. Co-Creation and Collaborations: Brands collaborate with influencers to co-create content or develop new products or collections. This approach leverages the creativity and expertise of both the brand and the influencer, resulting in unique and engaging content that resonates with the target audience.

8. Influencer Takeovers: Brands allow influencers to take over their social media accounts for a specific period. During the takeover, the influencer creates and shares content from their perspective, giving the brand’s audience a fresh and authentic experience.

9. Influencer Events and Speaking Engagements: Brands invite influencers to speak at their events or industry conferences. This approach allows the brand to benefit from the influencer’s expertise and credibility, while also providing the influencer with a platform to share insights and interact with the target audience.

These approaches help brands tap into the reach, influence, and creativity of influencers to effectively target and engage their desired customer segments. The specific approach chosen depends on the brand’s goals, target audience, budget, and the nature of the influencer partnership.

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