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Smart Technology For Addressing Pandemic Disruption: Impact of Social Media Influencers on Brand Awareness During the Pandemic

Smart Technology For Addressing Pandemic Disruption: Impact of Social Media Influencers on Brand Awareness During the Pandemic
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Author(s): Kaneez Masoom (Babu Banarasi Das University, India)
Copyright: 2022
Pages: 20
Source title: Using Information Technology Advancements to Adapt to Global Pandemics
Source Author(s)/Editor(s): Efosa C. Idemudia (Arkansas Tech University, USA), Tiko Iyamu (Cape Peninsula University of Technology, South Africa), Patrick Ndayizigamiye (University of Johannesburg, South Africa) and Irja Naambo Shaanika (Namibia University of Science and Technology, Namibia)
DOI: 10.4018/978-1-7998-9418-6.ch001

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Abstract

Social media's emergence as a communication platform for consumers to interact with or about brands has significantly altered brand-consumer relationships. Companies are increasingly investing in influencer marketing, or hiring digital influencers to endorse their brands, as social media marketing becomes more advantageous. Influencers are changing the way brands create content, as well as how users consume and share it. The role of social media influencers in raising brand awareness, particularly during extraordinary times such as pandemics, is still in its early stages. Despite technological advancements and an increase in the number of online influencers, many challenges remain for businesses to connect with consumers during pandemics. The impact of social media influencers on brand awareness during a global pandemic is discussed in this chapter.

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