Glucksman, M. (2017). The rise of social media influencer marketing on lifestyle branding: A case study of Lucie Fink. Elon Journal of Undergraduate Research in Communications, 8(2), 77-87.
Glucksman, M. (2017) states that media technology has evolved and companies are now able to choose from a range of options to market their services. As a result, social media influencer marketing has changed and there are tons of people representing companies through branded content on their accounts such as Twitter, YouTube, Instagram, Facebook, and Snapchat among others. The rise of influencer marketing is seen as a means for brand to connect, attract, and serve consumers more directly and organically.
In this sector, the influencers who promote lifestyle brands are deemed as more successful with networking with consumers when they are confident, interactive and authentic. According to Glucksman (2017), social media influencer marketing in lifestyle public relations has broken the wall between the clients, brand, and followers through the influencers content. Before the rise of influencer marketing, advertising was one sided since consumers could only see print advertisements through television commercials, billboards, radio ads among others but today consumers are able to interact with a product directly via social media. Influencer marketing allows followers to see or watch as their trusted source use a product and this makes them feel that the decision they are making is more informed.