International Journal For Multidisciplinary Research

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Influencer Marketing: Changing the Game

Author(s) Ujjawal Kumar, Kumari Muskan, Danish Gupta, Khushi Bansal
Country India
Abstract Influencer marketing has emerged as a transformative strategy in the new digital economy and is changing the ways brands connect with consumers. This paper explores the development, effectiveness, and impact of influencer marketing on consumer behavior and brand performance by focusing on how influencers bridge gaps between brands and their target audiences through authentic and relatable content.
This study analyses the mega to nano influencer and show about reach, engagement, and cost-effectiveness. It examines how on such huge platforms, Instagram, YouTube, and TikTok tend to be a hotspot for influencer-driven campaigns. Lastly, it analyses how influencer marketing shapes consumer trust, increases purchase decisions, and changes brand perception.
The research will focus on the ethical and regulatory landscape, which will highlight the importance of transparency, authenticity, and compliance with guidelines like those from the Federal Trade Commission (FTC). The paper also includes case studies of successful campaigns, best practices, and challenges in terms of fake followers, misleading content, and evolving audience expectations.
Among them is emerging forward research on future trends, for instance, AI-picks influencer; the rise of virtual influencers and incorporation of immersed technologies such as augmented and virtual reality in their campaigns. Providing an all-around view of how to use an influencer campaign effectively, the research will aid marketers, researchers, and industry players to make workable decisions while harnessing the mighty tool.
Keywords Influencer marketing, Digital marketing strategies, Social media influencers, Consumer behavior, Brand performance, Instagram marketing, YouTube marketing, TikTok campaigns, Ethical marketing, FTC guidelines, Nano influencers, Micro influencers, Macro influencers, Virtual influencers, AI-driven marketing, Augmented reality (AR), Virtual reality (VR), Social proof theory, Parasocial interaction, ROI measurement, Engagement metrics, Transparency in marketing, Authenticity in branding, Emerging marketing trends, Marketing personalization, Audience targeting, Case studies in influencer marketing.
Field Business Administration
Published In Volume 7, Issue 1, January-February 2025
Published On 2025-02-02
Cite This Influencer Marketing: Changing the Game - Ujjawal Kumar, Kumari Muskan, Danish Gupta, Khushi Bansal - IJFMR Volume 7, Issue 1, January-February 2025.
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E-ISSN 2582-2160
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