Kadekova, Z., & Holienčinová, M. (2018). Influencer marketing as a modern phenomenon creating a new frontier of virtual opportunities. Communication today, 9(2).
Influencer marketing entails marketing of products and services to individuals who sway over what their peers buy. The market influence is highly determinant on an individual’s popularity, expertise, and reputation. Social media influencers are taking over digital marketing on social media with their presence (Kadekova & Holienčinová, 2018). In this time the opinion of an influencer has a great impact on followers especially the millennials. Influencer marketing has been identified as a choice for marketers or organizations ready to think outside the box while building relationships with their target market. The influencers are divided into four groups including Bloggers, YouTuber, Celebrity, Instagrammer.
A blogger’s main role is to create authentic and original posts sharing their thoughts and passions in form of text, comments, and photos which are then shared on social media.
A YouTuber uses their videos on YouTube to express their feelings on various topics among them reviews on various products and services.
A celebrity can be an actor, athlete, a singer, presenter, and any individual who is watched due to their amazing show. The celebrities have huge following on Instagram, Facebook, and YouTube and people are always keen on the content they share including lifestyle, accomplishments, daily routine as well as private secrets.
An Instagrammer is an individual relying mostly on photo content to attract an audience and has gained a huge following. Through their high quality photos holding products or in various destinations or their short review videos, the Instagrammer are able to convince their followers on what service or product they should go for.
Individuals using social media rely on influencers both local and global to give them ideas and guidance on their decision making