How Influencers Can Leverage Performance in Business

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Author(s): Albérico Travassos Rosário (GOVCOPP, IADE, Universidade Europeia, Portugal)
Copyright: 2024
Pages: 31
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.ch003

Keywords: Business Science Reference / Marketing and Consumer Behavior / Media & Communications / Social Networking

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Abstract

Influencers can indeed use their influence to boost business performance. Influencers and businesses can work together to market a company's goods or services to their subscriber base. Influencers can significantly affect sales and performance by endorsing goods or services and including their affiliate links in their content. Influencers and businesses can collaborate to produce sponsored content, in which the influencers create interesting and genuine posts or videos showcasing the brand's goods or services. By doing so, businesses can connect with the influencer's audience and use their power and inventive storytelling abilities. Businesses can benefit from this tactic by expanding their reach, increasing engagement, and boosting traffic to their websites and physical stores. For influencers to continue earning the trust of their audience, they must always be genuine and transparent in their collaborations. Influencers can influence business performance, so this study aims to review the bibliometrics literature using the Scopus database.

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