EFFECTIVENESS OF INFLUENCER MARKETING IN BUILDING RELATIONSHIPS

In the contemporary world, social media platforms are well-known to everyone, regardless of their educational background, age, or profession almost everyone owns a smartphone. As humans, we often find ourselves influenced by those we admire. Every facet of their lives, including their fashion choices, eating habits, activities, and more, impacts the behaviour of others. As a result, companies are adopting influencer marketing as a contemporary method of advertising to reach a broader audience for their products and services. To enhance product sales or brand visibility, businesses are engaging with these influencers or bloggers to persuade their followers, compensating them for their influence. Influencer marketing can be categorized into various types, which include celebrities, mega influencers, macro influencers, micro-influencers, and nano-influencers. This paper intends to investigate how businesses leverage influencer marketing as a promotional strategy.