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PROJECT REPORT ON
Influencer Marketing as an emerging Business Strategy to Increase Sales
IN
ODD CREW DIGITAL

SUBMITTED TO UNIVERSITY OF MUMBAI IN PARTIAL FULFILMENT OF THE

REQUIREMENT OF
MASTER OF MANAGEMENT STUDIES
BY
NITYA HARSHAD MOLANKAR
ROLL NO. 225
MMSII (SEM III)
BATCH 2021 2023
SHEILA RAHEJA SCHOOL OF BUSINESS MANAGEMENT & RESEARCH
BANDRA (E), MUMBAI 400051.INCLUDEPICTURE
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CAU MERGEFORMATINET
SHEILA RAHEJA SCHOOL OF BUSINESS MANAGEMENT & RESEARCH
BANDRA (E), MUMBAI 400051. 26162015113000 Bombay Suburban Art & Craft Education Societys
SHEILA RAHEJA SCHOOL OF BUSINESS MANAGEMENT AND RESEARCH
Raheja Education Complex, Kher Nagar, Opp. Chhatrapati Shivaji Ground, Bandra (E), Mumbai 400 051
Certificate
This is to certify that the project work titled Influencer Marketing as an emerging Business strategy to
Increase Sales is a summer internship work carried out by Ms. Nitya Harshad Molankar. The project was
completed for Odd Crew Digital , under the guidance of Vikas Pande
I further certify that the said work has not been submitted in part or in full, to any other University. Date:
_______________________________________________

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Prof. Vikas Pande Dr. H. J. Bhasin
Project Guide Director
DECLARATION
I, Ms. Nitya Harshad Molankar,student of Sheila Raheja School of Business Management and Research of
MMS II (Semester III) hereby declare that I have completed the summer internship project on Influencer
Marketing as an emerging Business strategy to Increase Sales with Odd Crew Digital in the Academic year
2021 2022. The information submitted is true & original to the best of my knowledge. 666755969000
Name of the student
Roll No. Date:
ACKNOWLEDGEMENT
At the outset of this project, I would like to express my profound thanks to a few people without whose
help, completion of this project would not have been possible. First and foremost, I would like to express
sincere thanks to Odd Crew Digital for giving me this opportunity to work with them. The list is endless
but to name a few special people, I would like to thank Vikas Pandey Sir for being extremely supportive
and guiding me throughout my internship and giving me constant motivation and expert advice. I would
also like to thank the entire Marketing departments for providing me their precious time and making this
internship a successful learning experience. I am very grateful to Dr. H.J. Bhasin, Director of Sheila
Raheja School of Business Management and Research, for giving me the opportunity to do this project in
Odd Crew Digital. I would also like to thank Prof. Vivek Sharma for being an excellent mentor and
helping me whenever I approached him/her. Last but not the least; I take pride in thanking my parents Mr.
Harshad Molankar & Mrs. Laxmi Molankar, siblings and friends for their much valued support.Student
Name: Nitya Molankar
Roll No 22
EXECUTIVE SUMMARY
An online influencer is partnered with by a brand to request one of its goods or services through influencer
marketing. Some influencer marketing partnerships, however, are more subtle than that; firms merely
collaborate with influencers to improve brand recognition. Unlike celebrities, influencers are everywhere.
Anybody could qualify. Their enormous followings on the web and in social media are what give them
their influence. An influencer could be a wellknown fashion photographer on Instagram, a knowledgeable
cybersecurity writer who tweets, a reputable marketing manager on LinkedIn, or any number of other
people. You only need to look hard enough to locate prominent people in any sedulity. Some people will
have tens of thousands, if not millions, of followers. Multitudinous, on the other hand, will appear more
common. Its possible that they only have a thousand followers. INDEX
SR. NO. CONTENT PAGE NO. 1 INTRODUCTION 2 LITERATURE REVIEW 3 RESEARCH
METHODOLOGY 4 DATA ANALYSIS 5 FINDINGS & CONCLUSION 6 RECOMMENDATION 7
APPENDIX 8 GLOSSARY & Bibliography INTRODUCTION
What is influencer marketing
Modern marketing has seen a new phenomenon in the emergence of influencer marketing. It is the
development and delivery of advertising messages through influential people, opinion leaders, and not
through the brand itself. They influence by, using word of mouth to explain why someone should buy the
product. (Referral Rock Learn, 2020) Influencer Marketing is a hybrid of old and new marketing tools.
The main difference is that the results of campaign are collaborating between brands and influencers.

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(Influencer Marketing Hub, 2019) Influencer marketing involves a brand collaborating with an online
influencer to market one of its products or services. Influencer marketing are less tangible than that brands
simply work with influencers to improve brand recognition. (Influencer Marketing Hub, 2019). The growth
of influencer marketing reflects the way brands have chosen it over traditional means of advertising. Bigger
brands have easily shifted to influencer marketing and it has been a key tool for smaller businesses as well.
The research paper dwells deeper into how in the recent times, as because of pandemic the world moved
online and influencer marketing got a major grip and grew to massive levels. Objectives
Influencer marketing from digital marketers point of view in recent times are as follows:
Adding brand mindfulness is ranked as the main ideal of using influencer marketing by surveyed marketers
with a rate of 26%. Driving engagement with brands is ranked as the alternate thing of using influencer
marketing with a rate of 16.7%
Reaching new targeted cult comes at next as an ideal of turning to influencer marketing with a rate of
13.3%. Generating authentic content about brands also listed as an influencer marketing ideal by surveyed
marketers with a rate of 11.3%. Improving brands character also ranked an ideal of using influencer
marketing by surveyed marketers with a rate of 9.3%
10 Benefits of Influencer Marketing Boost
SEO, ROI, and bottom line; Drive purchase decisions; Incease sales; Costeffective & Saves Time;
Unlimited Sharing Potential on Social Platforms; Suitable for Any Business; Increase brand awareness and
reach; Establish credibility & trus which enriches the content strategy; Winwin longterm partnerships;
Influencer marketing broadens brand recognition and audience
It is well known that advertising with influencers, can slickly incorporate brand campaigns into their
expression and style. It is growing more sophisticated nowadays. Influencers target the audience, who is
frequently with a barrage of commercial commercials every day, and feel more connected and engaged by
the advertising activities.With the help of influencer marketing, businesses can connect with the crucial
Millennial and Gen Z audiences, who, according to 85% of them, are very receptive to learning about
certain items on social media. Influencer marketing provides brands with a practical, unobtrusive
alternative to traditional social media marketing techniques. Enhance Credibility & Trust
In their followers, they have developed an uplifting and respectful rapport. People trust their advice and
ideas as a result. These will prevent influencer marketing strategy from coming across as advertising, which
will make individuals more receptive. Studies have revealed that 75% of YouTube users value the
platforms use of real, relevant, and trustworthy people, and 70% of teen subscribers are more likely to feel
a connection to influencers than to conventional celebrities. And 60% of users agree that they prefer the
reviews of their favourite YouTube stars over those of bigname actors and actresses in movies and TV
shows. Enriched Content Strategy
The task of creating consistent, engaging content is not all easy. One would agree to a deal for content
cocreation,influencers who are skilled at creating interesting and highquality material to interact with their
followers on a daily basis will bring you a lot of advantages. Before collaborating with influencers, it is
crucial to completely comprehend and give serious thought to content distribution, a crucial component of
content marketing. Numerous actual instances of brands working with various influencer types exist.
Hannah receives information about the studio, pictures, free services, and coupon codes from the company
so she can spread the word about them and their services. Hannah is assisting Face Gym in producing
promoted content to give to potential customers via her channel, and the content in this scenario is

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Hannahs articles that she has written herself. WinWin Long term Partnerships
Finding the proper partner is essential to developing fulfilling relationships. By choosing the particular
influencers based on industry the audiences can, you should create association that increase the sales. By
continuing productive engagement with influencers, brands can create enduring relationships that result in
longterm success. Brands now work with influencers on longterm engagements rather than oneoff
initiatives. A research found that about 50% of advertisers interact with influencers for six months or
longer; of these, 37% said they prefer longterm relationships with businesses than oneoff initiatives. A
longterm influencer partnership between companies and influencers saves time, resources, and money. It
helps build credibility impact on the audience of the company. Overall, because both parties are invested
in the outcome, this collaboration is a winwin situation. Profit from influencer marketing starts to flow as
soon as you partner with the right influencer who appeals to your target demographic. Benefits like shares,
reposts, and retweets accrue over time and help your campaigns build enduring brand awareness by
repeatedly exposing your material to new audiences. Influencer Marketing Boosts SEO, ROI, and Bottom
Line
It benefits, directly and laterally, your hunt machine optimization. There are 86 of advertisers using
influencer marketing to empower their marketing juggernauts, and 57 state its performance exceeds the
other brand created content. As influencers have a large number of pious followers, the cooperation with
them will help you reach more followership rather than doing SEO conditioning only. As links are one of
Googles most important hunt ranking criteria, there will be more chances for you to make backlinks as you
hit a wider followership through influencer marketing conditioning. Although those links are flagged not to
impact hunt ranking, theres still an circular effect on your SEO as they help to make brand mindfulness
and drive business. According to an analysis from Quicksprout, it proved that social media relations could,
laterally or directly, enhance SEO signals. As you engage with new social communities, theres an occasion
for you to get fresh followers and relations, which will lead to fresh organic business, backlinks, and other
criteria that progress SEO. Generally, creating further and further content through influencer marketing
will give you more chances to rank your brand advanced in Google hunt results.ROI And Bottom Line
Influencer marketing (IM) allows big brands to attract further guests and enables small businesses to gauge
up by getting them more visibility, which provides advanced ROI than other marketing channels.
According to a study carried out by Mediakix in 2019, roughly 50 of marketers state that influencer
marketings ROI is advanced than other marketing platforms , and about 41 say returns are original to other
channels. Branding or engagements concentrated influencer marketing conditioning produce eight times
further ROI than other juggernauts. Proved from factual business results, the influencer marketings profit
surpasses its costs, which is why it delivers a veritably high ROI and nethermost line eventually. Drive
Purchase Decisions
Modern customers are driven by influences when making purchases. Customers trust the opinions of their
favorite influencers, which it more receptive to advertising from firms. According to numerous research,
influencers impact on customers choice to make a purchase. According to DMI Blog data, 49% of
respondents said they have purchased purchases based on recommendations from influencers. It is 70% for
teenagers. A little over 40% of poll participants made a purchase after viewing a product or service on
Facebook, YouTube, or Instagram. Evolution of Influencer & Rise of Influencer Marketing
Available literature has lately seen the rise of the term influencer. Until date, the word influencer lacks a
single theoretical description. According to Brown and Hayes( 2008), influencer marketing is act of

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external person influencing the consumers buying choices.Influencer marketing focuses on influencers who
command a mass following on digital media to reach the intended target followership to promote a brands
communication ( Smart perceptivity, 2017). Consumers try their stylish to avoid announcements by using
announcement blockers. In such a script influencer marketing is allowed to be nonintrusive and more
engaging that than traditional online announcements like pop ups, banners, etc. In the digital space,
influencers on online platforms have surfaced as dependable and trusted sources ( Freberg etal., 2011).
Influencers were used to produce two way brand communication across online platforms like Facebook,
YouTube, and Instagram,etc. to impact their online followers toward particular brands( Markethub, 2016).
Marketers are also using influencers to engage with the consumer member who typically skip or avoid
announcements( Conick, 2018). utmost marketers understand the significance of exercising influencers to
make authentic connections with their consumers.. In the coming many times, brands are on track to spend
billions of bones on influencer marketing. This form of marketing presently employed with great success
on Instagram and YouTube is not a short lived style, but a monumental shift for the future of digital
advertising. Its the way of the future, and the responsibility is on business leaders to keep up. ultramodern
marketing professionals looking to borrow influencer marketing for their brands face inversely
ultramodern challenges. Chancing the right gift, tracking and measuring results and quantifying how this
new marketing occasion aligns with the overall strategy. Influencer Marketing for Brands is the field
companion for the digital age.( Levin, 2020) As stated by Levin, the influencer marketing miracle had
formerly been a megahit until a epidemic forced further brands to take this route of marketing. While it
was formerly dominating Instagram and youtube, this paper will concentrate on how it took over further
platforms like Twitter, TikTok, Tumblr and further. Influencers play an integral part in social media
marketing as vehicles for discovery, alleviation, and mindfulness. The idea of having separate content
strategies, social strategies, and influencer strategies is a thing of history. Influencer marketing and various
social media platforms
Trust is important in modern times, especially while speaking of influencer marketing and theres a reason
for that. People have learned that commercials lie and stars are paid to promote effects they do nt
inescapably watch about. While influencers, those individualities have erected a following around what
theyre passionate about, on the other hand, are a lot more likely to only promote products theyve
completely vetted as they ll lose their following else. This is why their followership trusts them.( Cobain,
2020) Part of the reason why influencer marketing is gaining brume is also because of announcement
blocking. Not only do people prefer to hear from influencers; they actually block announcement. If you
look at these trends and figures it becomes suitable egregious that influencer marketing and stoner
generated content shape consumer buying geste
And impact their purchases. And while celebrities have reach, microinfluencers have power.( Cobain,
2020) As Cobain mentioned, influencergenerated marketing content does play a part in shaping buying
geste more so because of it being more secure, real, well presented and seductive in nature. piecemeal
from this, the content change that an influencer brings is commodity regular marketing does nt hence its
impact on cult and their will to buy a product incontinently increases. Consumers are more likely to trust
peer recommendations, as they are generally considered more secure than claims in brand advertisements,
and social media influencers can be veritably important in this respect. However, that incontinently boosts
its character and combined connection which means the strongest voices within any group have huge sway
over that original relationship If a product is accepted within their circle.( Barker, 2020) Over the recent

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times, influencer marketing has come decreasingly popular, representing a specific type of social media
marketing.The findings of the check showed that the creation of some products through influencers may be
more profitable than others expertise on the internet is nt anything new, but influencers have turned their
moxie into a way to impact consumer buying
( Wiley, 2019) People like people. People trust people. People trust people more than they trust brands and
further than they trust marketers. Influencers are real. The stylish influencers are honest, know and admire
their followership, do nt lie about products just to make a buck, and can deliver real value for both brands
and the followership of musketeers and followers theyve amassed over the times. Trust is crucial.
Influencers are also or can be entertaining and offer new and instigative ways of participating a brands
communication. Theyre discovering personalities, products, styles of operation, tricks and tips that theyre
eating up. And they love the influencers who are participating this information and these products with
them. Its a relationship, not a one way deals channel that brands and agencies have been oriented to in the
history.( Kramer, 2019) Influencer marketing and colorful social media platforms numerous Instagram
druggies who follow influencers dont mind that creation and therefore impacting is passing. Every
Instagrammer is free to follow and unfollow whomever they want. Since its ones own choice to press the
follow button, people are apprehensive that patronized posts come with certain people they want to follow.
numerous people follow influencers because they like a certain aspect about this person or this persons
Instagram, or they feel like they fete a part of themselves in the influencer. Because of a participated
aspect of identity, followers will frequently also like the products that are being promoted.( Diggit
magazine,2020) The impact will also bear on the influencer marketing agencies since TikTok over the time
forged veritably strong hookups with the marketing agencies that enabled brands across the country to put
the pedal to the order with TikTok influencer juggernauts. TikToks emergence was leading to a shift where
brands were moving out ofmegainfluencers in YouTube and Instagram space tomicroinfluencers on TikTok
across the chartered and unchartered homes.( Mahal, 2020) Popularmicroinfluencers, like those set up on
Instagram and Snapchat, are known for their strong engagement rates among niche cult and a pious
following can be indeed more important on TikTok when influencers tap into their following and weave
ingrained messaging into trending motifs and challenges.( Working influencer, 2019)
Impact of Influencer marketing on company sales
On Twitter, influencers make your being advertising sweats work indeed harder.Our exploration showed
that those who were exposed to brand Tweets had a2.7 x lift in purchase intent over actors who didnt see
an advertiser Tweet. When actors were exposed to a crusade that featured both brand and influencer
Tweets, the lift in purchase intent further than doubled to5.2x.( Aka, 2016) A maturity of marketers
believe that influencer marketing attracts advancedquality guests to their business. This could be because
social media druggies tend to be more rich and more likely to recommend products to family and
musketeers. Blogs and Facebook are by far the most effective outlets for influencer marketing, suppressing
YouTube, Instagram, and Twitter. 37 said blogs were their most effective platform, and 25 said Facebook.(
Foster, 2019) Marketers rated influencer marketing as their swift growing channel for acquiring guests
online. Organic hunt and dispatch are too mature to give the same monthly growth that influencer
marketing now delivers. chapter marketing and display advertising performed inadequately, scoring below
10. Influencer marketing is snappily getting one of the most important online marketing channels. Budgets
are growing presto, and marketers are seeing strong returns. The vast maturity of marketers are generating
real profit from influencer marketing. With returns like this, budgets will keep adding for the foreseeable

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future.( Foster, 2019). Theoretical Framework
Social learning proposition has been used for academic exploration especially in the area of
communication. The proposition provides a structure, which helps to identify the part of peers, experts,
and others that impact consumer geste individualities are inspired to demonstrate a favorable station due to
socialization agents either incontinently or due to previous social relations; Subramanian & Subramanian.
colorful literature in the field of operation has used this thesis to understand 4 Business Perspectives and
Research the part of family, peers, notorious celebrities, opinion leaders in driving consumer consumption.
The TPB by Icek Ajzen( 1991) allows us to understand how the geste of people can be modified. The TPB
states that humans are motivated by three types of beliefs behavioral( beliefs girding the possible
consequences of the action), normative( beliefs about the prospects of others), and control( beliefs about
the absence or presence of factors that could ameliorate or stymie the performance of the geste ). Odd
crew Digital (my company)
The company gives holistic services right from conceptualizing to delivering vids of top notch quality and
hitting the point with brand integration. Odd Crew Digital is a social media marketing agency with a strong
base in influencer marketing. With 200 celebrities from different fields associated with us, we work with
brands to make mindfulness and amplify reach with sapience led efficacity. Over a span of just a little
below 2 times, the company had worked with 60 unique brands and created 200 vids and bottomless
goodwill. Once we lock the celebrity for the brand, we conceptualize, write the script, shoot and edit(
videotape VFX), give captions and help record with the influencer, in house at no fresh cost as a package
deal. With our end to end services, we make sure that the brand only needs to be there for blessings while
the prosecution happens seamlessly by following a set process. Having worked with brands from different
parts, the company was familiar with the requirements and conditions of each brand order
communicationwise. The company also believe that one size does nt fit all and thats why customize the
content as per the brand TG, tone and personality, and also make an informed choice with respects to the
celebrity.Our reversal time is enough quick given that we put our stylish coffers on it and make sure that
you get the optimum affair at the end of it. INDIAS 1ST EVER VISUAL goods PLATFORM FOR
ingrained CONTENT At ODD CREW DIGITAL working at snappy speed to make on the capabilities of
creating content with high design value, gripping stories and visually fascinating interventions in vids that
bridge the gap between planning and prosecution. With visual goods in liars,the openings are in numerous
and are seeking out the challenges of the brands and working them with what they do best telling stories in
a way thats not told before. LITERATURE REVIEWS
(Kumar et.al., 2022)
It is seen that influencers impact the purchasing opinions of their followers and cult since they are
considered a veritably dependable source of information. The ownership can relate to them and consider
them one of their own( De Veirman et al., 2017) In addition, theyre seen as regard for being a a trusted
taste makern one or several niches. As brands continue to abandon traditional advertising ways, sweats are
decreasingly concentrated on these influencers to plump heir products among their followers and beyond(
De Vermanetal., 2017). prodded by the recent affluence of influencer advertising and the lack of empirical
substantiation concerning the effectiveness of exposure characteristics in perfecting consumer
understanding,former experimenters sought to understand how the presence and variation in exposure
language in Instagram influencer posts affect consumers capability to honor the content as advertising(
Evans etal., 2017). Disclosure plays a vital part in gaining consumers trust. former experimenters have

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shown that consumers who have been exposed to microinfluencers (,000 ,000 followers) report advanced
position of knowledge and consumers who have been exposed to exposure fto ind championed products
more ductive than the bones that do not have a exposure. Results also punctuate that consumers tend of
have a andvanced position of purchase intention for those products that are championed by
microinfluencers who expose and use hashtags like ( Kay etal., 2020; Britt etal., 2020). Some studies have
tried to assay the network and content of micro and mega fashion influencers and set up out that
microinfluencers tend to play a more important significant part in their networks than in their tweets and
retweets and mention network( Britt etal., 2020). Studies have tried to probe the effect of exposure
language in Instagram influencer adverting on announcement recognition, which positive effect on
announcement recognition( Evans etal., 2017). piecemeal from probing the effect of exposure language,
some studies
(Padmanabhan, 2019)
An Influencer is an individual with a significant following on social media whos paid by brands to promote
their products to said followers, via free products and passages and/ or cash payment per promotional post(
Landsverk, 2014).Some experimenters also define influencers as content generators who have a large
online followership and can stimulate action among the members of the community as the members
partake common interests( Trivedi, 2018; Kim, 2018, Uzunolu & Misci Kip, 2014). further and Lingam(
2017) define online influencers as individuals who have an influence on the opinions of implicit consumers
through networks on social media, and by doing so, the influencers help the implicit consumers to reach a
purchasing decision. The beginning purpose is to convert followers to buy products( Kolarova, 2018).
Popular social media of choice for impacting are Instagram, Facebook, Snapchat and YouTube. An
influencer has the power to affect purchase opinions of others because of their authority, knowledge,
position or relationship with their followership( Braatz, 2018). By regularly posting content on social
media or by a unique visual representation of their conditioning on social media, these influencers develop
an online followership base. By allowing their followers to share in their diurnal conditioning by means of
social media posts, these influencers are occasionally indeed perceived as musketeers or peers by their
followers( Korotina & Jargalsaikhan, 2016 (Johansen & Guldvik, 2017). The comprehensions increase
trust and have the eventuality to impact purchase intentions of their followers. Influencers, perceived as
peers, can motivate their followers to buy a certain brand or avoid other brands in order to be like them(
Einarsdottir, 2017). Its important to note that these individualities arent simple marketing tools, but rather
social relationship means with which brands can unite to achieve their marketing objects( Sieg, 2018).
Whereas traditional celebrity countersign has entered immense academic focus, since this new form of
celebrity countersign is fairly at a incipient stage, academic focus on how if and how exactly influencers
may impact purchase intention isnt easily understood( Neal, 2017). thus, this study will claw deep into
literature to gain a agreement regarding the influencer purchase intention relationship. (H Mabkhot2022)
Purchase Intension is the aggregate of cognitive, affective, and behavioral toward relinquishment,
purchase, and use of the product, services, ideas or certain actions . Purchase intention refers to the
intention of consumers to plan purposely or who seek to buy ingrained products. exploration on SMIs also
emphasized the significance of station toward purchase intentions. In addition to offer sapience on how to
increase followers on social media, the influencer can also offer advice on how to encourage followers to
buy products they announce for brands. SMIs appreciatively impact purchase intentions among druggies of
social media( 4). In the environment of social media, this study predicts that SMIs and credibility effect

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consumers purchase intentions. former studies suggest that stations toward brand mindfulness,
announcements, and electronic word of mouth( eWOM) are associated with intentions to buy. It is seen
that perception of value plays the largest part in prognosticating purchase intention, showing that for the
specific case of tourismecommerce, consumers are more likely to buy particulars online from spots that
offer perceived value. A clients online purchase intention is a measure of their amenability to use internet
services, purchase goods and services, or simply compare prices before making a purchase. Its useful for
assessing consumers geste before they make a purchase and before they ask for information about a
product. There have been a number of studies that explore the impact of influencers power on consumers
purchase intentions and the capability of these influences to change client stations as well. According to,
SMIs have an impact on purchase geste among social media druggies. Social Media Influencers
SMIs are people with numerous suckers on social media and whom produce content for their followers.
also, SMIs use their platforms to bandy certain motifs and give news to their cult. Social Media Influencer
and digital Marketing work great together. However, similar as radio or television, itll bring them further
than if they use influencer marketing, If companies use traditional advertising styles. SMIs are third parties
that give recommendations, give descriptions, and distribute information to impact the stations of cult.
once studies demonstrate that digital influencers had a salutary effect on purchase intentions currently,
everyone can be notorious and impact their surroundings, similar as their musketeers and family. still, an
influencer is a notorious person or celebrity with numerous followers on social media platforms. Theyre
the type of people who always partake their gests with their followers, and companies can offer the
inflexibility to download and review other peoples opinions on issues or dissect trends among groups with
common interests. Influencers can impact buying intention because they use mass media, and they can
collect public opinions on issues to impact guests habits. In the digital world, companies are decreasingly
seeking out influencers who are trusted by their followers. The responsibility of influencers can be
measured by assessing followers comprehensions of their attractiveness, similarity, and responsibility.
SMIs have been the backbone of marketing strategies for a long time now; companies use SMIs to increase
brand mindfulness and convert implicit guests. Influencer marketing is a veritably effective tool for
reaching out to specific target cult and generating responses from them. still, there have been some recent
problems with this type of marketing strategy. To reduce these types of issues, companies should take
redundant care when using SMIs.They should seek out people who are transparent about their opinions and
who can give dependable information on the product they plump or review in detail. lately, associations
have decreasingly used social media to attract guests to interact with their brands. Companies and brands
have paid a lot of attention to SMIs, and they can use them as social relations means as well as implicit
marketing channels. once study indicates that SMIs affect behavioral intention, these studies have been
substantially conducted in the East and West. likewise, by studying SMIs, their credibility of the
influencers, and their goods on consumer purchase intention. (Uzunoglu et.al, 2014)
Brands now Fete the power of bloggers, to directly impact their connected network by making suggestions,
which affect in the hunt for, purchase and use of products( Flynn, Goldsmith, & Eastman, 1996).
Accordingly, companies are looking for ways to use this influence in order to induce interest, drive action,
produce goodwill, establish moxie, and produce dialog with their online stakeholders( Gardner, 2005),
rather than concentrating solely on traditional media. Understanding the openings bloggers give,
interpreters seek to benefit from characteristics similar as their perceived credibility( Schmallegger &
Carson, 2008) and moxie( Droge, Stanko, & Pollitte, 2010; Wagner & Bolloju, 2005). Due to the

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characteristics of social media, grounded on consumer to consumer dialog, its delicate for brand directors
to directly shape the discussion; still, theyve the occasion to impact it by exercising bloggers as interposers.
This central part fits with the two step inflow of communication( Katz & Lazarsfeld, 1955). As implicit
opinion leaders, bloggers are important sources of hype for brands in social media. therefore, strategic,
effective and sustainable operation of the blogger engagement process is needed. Its the end of this paper
to examine the blogger engagement sweats of brands in order to more understand blogger communication
process, therefore helping interpreters to develop connections with this target group. thus, we conduct in
depth interviews with interpreters to accentuate the central part of bloggers in terms of brand
communication dispersion. As suggested by Reibstein, Day, and Jerry Wind( 2009), the points to
strengthen relations between academia and the marketing dispatches assiduity by canvassing interpreters,
therefore enable us to bring proposition closer to real executions. This approach allows us to identify
crucial issues of the process, and gain precious perceptivity for blogger communication strategies. The
deduced results are critical in understanding these issues, especially considering bloggers beforehand
adopter part and central communication position. latterly, we develop a model for brand communication
through digital influencers, which serves to structure the interactive communication process of brands,
bloggers, and followers findings. This model is a development of the traditional two step inflow
proposition( Katz & Lazarsfeld, 1955), acclimated to new dynamics of social media, particularly grounded
on interactive nature of blogosphere
Huda (2022)
Influencers in the marketing process can be said to be intercessors who connect companies with the
companys target group through voices that are trusted by implicit druggies, followers, and influencers. thus,
influencers play a growing and significant part in marketing in generationZ.Public trust in influencers
because their content is always honest compared to announcements that easily show the thing of inviting
consumers to buy their products. There are indeed some announcements that are a little inflated so that
consumers see interested in buying the product( Crystrie & Sartika, 2022). Influencers are decreasingly
favored by colorful companies and brands in promoting their products, this can be called influencer
marketing. An influencer can work their influence to land a job by establishing a relationship with a brand(
Audzeret etal., 2020). Since the morning, influencers clearly have their own characteristics and oneness to
express their content.Influencers unite with companies to produce content about brand products or services
that are urgently demanded so that cult who may just see or want to try it can get a good print from
consumers. The special point of influencers is that brands have to engage a lot on colorful social media
platforms( Masitoh & Adjid, 2022). On exploration Karagur etal.,( 2022) mentioned that in the United
States it was reported that 63 of consumers bought products because of influencer recommendations. So
that these influencers are veritably influential on consumer copping opinions. Social media The internet,
social media, mobile apps and other digital communication technologies have come part of everyday life
for billions of people around the world. The use of social media has come to an integral element in the
lives of numerous people around the world( Dwivedi & Wang, 2021).moment social media allows people
to interact freely with others and offers a variety of ways for marketers to reach and engage with
consumers( Appel etal., 2020). Social media is an internet grounded technology that facilitates discussion.
The difference with traditional web operations is on platforms in the form of content creation, content
uploading, networking, conversing, media sharing and bookmarking( Rosyadi, 2018). The most habituated
social media for influencers is generally social media with a high position of druggies, including a.

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Instagram Instagram is an effective and affordable social media for marketing products, and this makes
consumers more likely to be interested in buying products offered by influencers they trust. Instagram is
the most habituated operation moment because Instagram is an operation that focuses on the use of images
and videos. Instagram also has a new point thats presently in great demand, videlicet TikTok.. Tiktok
presently there are relatively a lot of tiktok druggies in Indonesia. TikTok is a social media thats no less
effective than other platforms. Product marketing can be done through tiktok by influencers with the help
of creating content in the form of pictures, videos that contain information. (Szakal et.al, 2022)
Influencer marketing is a fairly new field, collaborations between companies and influencers have come
decreasingly popularr in recent times( Belanche etal., 2021). The authors of composition called telling
Instagram Influencer Advertising The goods of Disclosure Language on Advertising Recognition, stations,
and Behavioral Intent define influencer marketing as a marketing exertion where the main purpose is to
promote a product or a brand, exertion that is carried out between companies and influencers( Evans etal.,
2017). Three times latterly Martnez Lpez et al.( 2020) formulated a more complex description, stating that
influencer marketing is the use of opinion leaders( influencers) both celebrities andnoncelebrities that have
a large following on their social media platforms, and in turn this allows for thecocreation and
participation of influencers and consumers to the brand image ( 2020). Although some celebrities can also
be influencers, there is a difference between the two orders celebrities are known for theirnonsocial
conditioning, and influencers for their exclusive online conditioning( Tafasee, Wood, 2021). also,
influencers from thenoncelebrity order make a career in the online terrain, where they seek to maintain as
strong and direct connections as possible with their followers. The main purpose of their career is to
inform, but also to impact the studies and behaviours of the members of their community. The main
station thats wanted to be told within influencer marketing juggernauts is the buying geste
( Dhanesh, Duthler, 2019). These people known as influencers are third parties and independent
individualities characterized by their capability to reshape the stations of their followership in social
networks( Belanche etal., 2021). Thus, influencer marketing is a new strategy thats decreasingly being
espoused by companies. It could be defined as the use of influential opinion leaders( influencers), with
numerous followers on social platforms to stimulate positive attitudinal responses and behaviours of
followers( consumers) regarding brand interests through the use of Participated posts on similar platforms
and which also allows influencers and followers to share in thecocreation of brand image on social media(
Lou and Yuan, 2019). Marwick has noted that amicrocelebrity is a person who works in social media,
where the terrain requires translucency, exhibitionism, authenticity, authenticity, and presence and
presence ( Nyrhinen 2021).Social media influencers are a new interpretation of marketing tactics. In the
wider world of Instagram celebrities,microinfluencers are people who can reach between,000 and,000
followers on a single social media platform( Tafasee and Wood, 2021). In the composition entitled The
future of social media in marketing,microinfluencers are described as lower known people compared to
stars. still, they have a advanced degree of influence due to the large number of followers as well as due to
the concordance between the content created by them and the pReferences of their followers( Appel etal.,
2020). Influencer marketing has come an effective tool for brands that want to connect with their
consumers through influencers and social media( Tafesse and Wood, 2021). Lou and Yuan( 2019) describe
influencer marketing as a marketing form where marketers and brands make investments in chosen
influencers who will produce and promote ingrained content on colorful social media platforms. According
to a study carried out in 2020, utmost medium and large enterprises spend at least 11 of their marketing

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budget on advertising through social networks, on colorful platforms, like Instagram, Facebook, Pinterest,
Twitter and LinkedIn( De Oliveira et al., 2020).utmost marketers emphasize that in order to strengthen a
genuine relationship between a brand and consumers its veritably useful to include influencers in the
marketing practices used( Chopra, Avhad and Jaju, 2020). In 2018, the Association of National
Advertisers( Corpus) report showed that in 2017, roughly 58 of companies inked hookups with roughly 25
influencers, which means that marketers want to have deeper connections between influencers and
consumers( Conick, 2018). The planning of digital marketing strategies is grounded on the characteristics
of traditional marketing, so companies that include online juggernauts in their marketing conditioning
must identify the real requirements of consumers, customize the crusade communication, as well as its
content. Each community in the online terrain is distinct and in order to maintain a long term relationship
it is necessary to maintain a high position of satisfaction among all community members( Kang, Park,
2018). Instagram is the favored social network for marketers to run influencer marketing juggernauts(
InfluencerMarketingHub, 2020). The visual nature of this social network is a determining factor in its
success and its choice by influencers. These people known as influencers are third parties and independent
individualities characterized by their capability to reshape the stations of their followership in social
networks( Belanche etal., 2021). thus, influencer marketing is a new strategy thats decreasingly being
espoused by companies. It could be defined as the use of influential opinion leaders( influencers), with
numerous

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 Sources:
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1 https://www.researchgate.net 2.278
2 https://www.ijirmps.org 1.881

Number of images extracted : 0

Excluded Sources:

Similarity that are less than 30 % in a sentence are Excluded.

URL with percentage less than 1 % are Excluded 9.813 % .

URL
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