THE STUDY OF NEXUS BETWEEN SOCIAL MEDIA INFLUENCERS AND CONSUMER BRAND ENGAGEMENT

Abstract

Academicians and marketers have shown a great deal of interest in the rise of social media influencers in the last ten years. Scholars endeavor to comprehend the impact of influencers on consumer behavior, whereas marketers employ influencers as a component of their approach to accomplish marketing goals. The field of SMIs and consumer engagement has a lot of available theoretical and practical research, but there aren’t many reviews of the literature in this area because the field is still young and most of the studies have concentrated on these two ideas independently. Here, we make an effort to compile and comprehend the ways in which social media influencers impact customer engagement. This study aims to explore the methods by which consumers’ perceptions and behaviors are influenced by influencer marketing. It looks at how consumers’ opinions of brands are influenced by the reliability, relatability, and devotion of influencers. It also looks at how marketing tactics, content kinds, and social media platforms affect the results of consumer engagement. The influencer-follower para-social relationship on various social media platforms is also covered. In order to test and validate the effect of social media influencers’ marketing efforts on consumer engagement, the study offers an integrated conceptual framework. Additionally, marketers may use this framework as a starting point to create successful influencer marketing campaigns for brand promotions. The review brings the discussion to a close by emphasizing the theories, research methods, and historical background of previous studies. The study offers valuable perspectives for marketers and companies seeking to leverage influ encers’ power to boost consumer brand engagement through the dynamic influence of influencer marketing, which will be discussed. Knowing these traits in the constantly evolving digital space can help create more moral and successful influencer marketing campaigns.