Influencer Marketing:

A New Trend Opening Up New Virtual Prospects

Abstract

The development of the use of social media has changed the way people communicate in which companies connect with their customers. The capacity of important influence (also known as influencers) to interact with targeted customers to buy a company’s goods is being leveraged by modern businesses, which are trying to recognize and utilize the capacity of these individuals to showcase their goods via social media. What inspires individuals to follow these influencers, on the other hand, is still mostly unknown. The current research seeks to fill this knowledge gap in the existing literature by attempting to comprehend influencer marketing. It was decided to write this paper about influencer marketing since, as previously said, it is a highly real challenge. There has been some influencer marketing in the past, but the concept seems to be more popular than ever before since social media currently provides so many opportunities for influencer marketing. However, it was still extremely difficult to locate scholarly studies or papers on the subject. Most likely, this was the case since influencer marketing is still a very new concept, and was not even recognized as a separate sector just a few short years ago.