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Impact of social media influencers on customer engagement and brand perception

Author

Listed:
  • Rahul Chander Jaitly
  • Omvir Gautam

Abstract

The availability and widespread use of social media has made it the preferred medium for companies wanting to spread product information, create public opinion and gain followers. To this end, social media influencers act as a dynamic third-party endorser to spread a brand's message to vast audience across the world. Consumers who exhibit a positive attitude towards the social media credibility are attracted through social media advertisements. The present study examines the perceptions of agencies for opting social media influencers and their role in customer engagement and brand awareness. For this purpose, the study also assesses different methods adopted by these influencers for influencing customers using a systematic review. The findings of the study indicate customer's perception and attitude are much influenced via these influencers since they are more capable of communicating to a niche segment. As compared to traditional advertising strategies, this new technological means of influencers pave way to new competitive strength to the agencies in engaging customers and creating brand awareness.

Suggested Citation

  • Rahul Chander Jaitly & Omvir Gautam, 2021. "Impact of social media influencers on customer engagement and brand perception," International Journal of Internet Marketing and Advertising, Inderscience Enterprises Ltd, vol. 15(2), pages 220-242.
    • Handle: RePEc:ids:ijimad:v:15:y:2021:i:2:p:220-242
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    Citations

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    Cited by:

    1. Syed Zeeshan Zahoor & A. M. Shah, 2024. "Impact of Social Media on Users’ Complex Buying Behaviour: Analysing the Mediating Effect of Perception and Moderating Effect of Extended Social Media Usage," Management and Labour Studies, XLRI Jamshedpur, School of Business Management & Human Resources, vol. 49(1), pages 119-148, February.
    2. Lie Ao & Rohit Bansal & Nishita Pruthi & Muhammad Bilawal Khaskheli, 2023. "Impact of Social Media Influencers on Customer Engagement and Purchase Intention: A Meta-Analysis," Sustainability, MDPI, vol. 15(3), pages 1-15, February.
    3. Jackton Otieno Midigo, 2024. "Ideologies Celebrities Represent in Television Advertisement in Kenya: A Case of Downy Lavender," International Journal of Research and Innovation in Social Science, International Journal of Research and Innovation in Social Science (IJRISS), vol. 8(4), pages 1154-1163, April.

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