Title: Impact of social media influencers on customer engagement and brand perception

Authors: Rahul Chander Jaitly; Omvir Gautam

Addresses: Lovely Professional University, Phagwara, India ' Faculty of Commerce and Management, Vishwakarma University, Survey No. 2, 3, 4, Kondhwa Road, Laxmi Nagar, Betal Nagar, Kondhwa, Pune-411048, Maharashtra, India

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.

Keywords: social media influencers; customer engagement; brand awareness; advertising strategies; social media advertising.

DOI: 10.1504/IJIMA.2021.114336

International Journal of Internet Marketing and Advertising, 2021 Vol.15 No.2, pp.220 - 242

Received: 22 May 2019
Accepted: 07 May 2020
Published online: 19 Apr 2021 *

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