Influencer marketing also known as influence marketing is a form of social media marketing involving endorsements and product placement from influencers , people and organizations who have a purported expert level of knowledge or social influence in their field. Many Instagram influencers started using ad in response and feared that this would affect their income.
However, fans increased their engagement after disclosure, being happy that they were landing such deals. This success led to some creators creating their own product lines in Most discussions of social influence focus on social persuasion and compliance. Although influence is often equated with advocacy, it may also be negative. Influencer marketing is also important through social comparison theory. As psychologist Chae reports, influencers serve as a comparison tool.
Consumers may compare influencer lifestyles with their imperfections. Meanwhile, followers may view influencers as people with perfect lifestyles, interests, and dressing style. Chae's study finds women with low self-esteem compare themselves to the influencers. As such, they elevate the status of influencers above themselves. When using an influencer, a brand may use consumer insecurities to its benefits. For this reason, influencer marketing may lead to faulty advertising.
A majority of Gen Z Americans consider being an influencer as a "reputable career choice". An influencer [ 15 ] [ 16 ] [ 17 ] also known as a social media influencer [ 18 ] [ 19 ] [ 20 ] or online influencer [ 21 ] [ 22 ] [ 23 ] is an individual who builds a grassroots online presence through engaging content like photos, videos, and updates, using direct audience interaction to establish authenticity, expertise, and appeal, and standing apart from traditional celebrities by growing their platform through social media rather than pre-existing fame.
Online activity can play a central role in offline decision-making, allowing consumers to research products. Critics of an online-intensive approach say that by researching exclusively online, consumers can overlook input from other influential individuals. Given their impact, especially among younger people, influencers have also been enlisted by governments.
