Use of Influencers in Different Sectors of the Economy

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Author(s): Shikha Mittal (Raj Kumar Goel Institute of Technology, Ghaziabad, India)
Copyright: 2024
Pages: 21
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.ch002

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

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Abstract

With the advent of digital technologies, influencer marketing has acquired a key role in the social media approaches adopted by a growing number of companies operating in different sectors. Influencer marketing has grown with a startlingly rapid pace, and it has not just grown, but has helped in better product introduction with increased consumer and influencer communication. In the current scenario, undoubtedly, influencers will rule the digital space, and businesses will constantly come up with new strategies to utilize the influencing powers of these influencers. The author has selected seven different sectors—fashion and lifestyle, technology industry, travel and tourism industry, food and beverage, healthcare, finance sector, and entertainment and gaming—to study the importance of influencers and change they have made. This study examines the use of influencers in chosen sectors of the economy. It also aims to identify factors influencing consumers' behavior to generate revenue.

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