The role of social media influencers in supporting and revitalizing the brand and persuading to buy | ||
| TANMIYAT AL-RAFIDAIN | ||
| Article 14, Volume 41, Issue 135, September 2022, Pages 330-353 PDF (1.88 M) | ||
| Document Type: Research Paper | ||
| DOI: 10.33899/tanra.2022.175541 | ||
| Abstract | ||
| The main objective of this paper is to introduce social media through a group of popular programs such as (Facebook, Instagram, personal blogs, YouTube...etc, and how it is used as a marketing tool for the brands of international companies, and to attract consumers. And how do influencers engage today, whether they are real people or bots in these programs and become promoters of the brand, and their influence on the purchase decisions of the consumer, through their millions of followers on their pages, so the question here lies in the duty of companies to engage in the field of employing these influencers to promote the brand and eliminate chaos with advertisements and focus in the field of e-marketing? Media is a way to communicate and interact with individuals each other daily. The most important thing is that this platform plays a key role in facilitating a greater impact through the feature of following up on influencers and how their information about brands changes the attitudes and perceptions of individual consumers and convinces them of the intention to buy. Do companies realize that because technological platforms are the most widely used today? This study aims to recognize the growing importance of digital influencers (Haqqi who or robots), and how they contribute to the paid marketing of companies by sharing positive messages about their brand of products on social networks. This process has been observed to cause a snowball effect when influencers reach a large number of consumers - following their posts and eventually continuing to share some information with them. In this way, the message is disseminated and the company becomes widely visible. The study will intensify the theoretical presentation of this phenomenon to clarify its dimensions. The results it reached lie in the importance of digital influencers and the need for them for creative freedom, originality, and credibility. It documents all stages of the influencer marketing process, as well as focuses on The factors of success in the influencer campaign. Attracting attention and participation for their impact on changing consumer behavior and buying intention. The study concluded the need to create awareness of the brand and leave a good impression, achieve the desired goals at every stage of consumer purchasing behavior, and finally choose influencers with a good reputation and content. It invites interaction with the brand, by watching the influencer's beauty and style to promote it. | ||
| Keywords | ||
| digital influencers; influencer marketing; Branding; influencer marketing campaign; Social Media; buying intent | ||
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