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The Power of Influence: Unleashing the Potential of Influencer Marketing
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Author(s): Nitesh Behare (Balaji Institute of International Business, Sri Balaji University, Pune, India), Rashmi D. Mahajan (Balaji Institute of International Business, Sri Balaji University, Pune, India), Meenakshi Singh (Balaji Institute of International Business, Sri Balaji University, Pune, India), Vishwanathan Iyer (Balaji Institute of International Business, Sri Balaji University, Pune, India), Ushmita Gupta (Balaji Institute of International Business, Sri Balaji University, Pune, India)and Pritesh P. Somani (Balaji Institute of International Business, Sri Balaji University, Pune, India)
Copyright: 2024
Pages: 36
Source title:
Using Influencer Marketing as a Digital Business Strategy
Source Author(s)/Editor(s): Sandrina Teixeira (ISCAP, Polytechnic Institute of Porto, Portugal), Sara Teixeira (Polytechnic Institute of Porto), Zaila Oliveira (Unichristus, Brazil & Unifametro, Brazil)and Elnivan Souza (Christus University Center, Brazil)
DOI: 10.4018/979-8-3693-0551-5.ch001
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Abstract
This chapter provides an overview of influencer marketing, its evolution, development, and popularity in recent years. It emphasizes the significance and potential of influencer marketing for businesses in reaching and engaging their target audience. The chapter further explores different types of influencers, the role of influencers, and how to recognize the right influencers for a brand or target audience. It also explores various benefits of influencer marketing. The chapter also covers measuring and analyzing influencer marketing success through key performance indicators (KPIs), evaluating ROI, and tracking campaign performance using data to optimize future campaigns. This chapter also revealed challenges and risks associated with influencer marketing. Finally, emerging trends and the future outlook of influencer marketing, including new platforms, integration with other marketing strategies, and predictions for the field, are also explored.
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