Key Weapon for Battle – INFLUENCERS
The clue is in the name: essentially, they are individuals who have the ability to influence the opinions or buying decisions of your target audience, largely thanks to their social media following Simpson (2015).
According Trammell & Keshelashvili (2005), influencers influence by impression management tactics and self-presentation. In addition, this idea holds central from everything that happens after that. They use their personal attributes to engage with consumers which increases their followings due to the interest created. Each influencer has a different type of appeal whether it be inspirational, analyst, activists etc. Many industries have seen the positive impact that they can have on their brand. The fashion industry, is a sector that have really capitalised on the use of influencer marketing. Boohoo Influencer Example – Jordyn Woods
The reason why brand blogging or vlogging is so influential is because it gives a sense of transparency in communication for the consumers. They share information of value that people engage upon (Chaffey & Ellis-Chadwick, 2012 p537). For instance, make-up vloggers will give positive or negative reviews on the products they’ve been using and this has significant impact on whether products are bought, this is most effective as you can see the end results with the products used – this becomes eWOM where anyone on the internet has access to what’s been said (Hung & Li, 2007).
How the consumer perceives the vlogger is critical in influencing online buyer behaviour, as trust and usefulness of product have become factors which consumers look for, with many vloggers gaining this trust from people watching (Hsiao et al, 2010).
As celebrities nowadays dominate social media, their presence can influence consumers’ purchasing habits, similar to e-WOM. With Signarama’s snazzy infographic (via Wallblog, cited as Tomaszek, 2015) stating that over 15% of companies have some sort of celebrity endorsement, the industry is now worth billions. If a celeb is famous enough, they may even choose to dip their toes into any market they wish, much like Avril Lavigne’s endorsement of acne treatment lotion Proactiv (Avril’s commercial via YouTube) or Kim Kardashian, whose sponsorship deals have ranged from Sketchers trainers to Charmin toilets (History of Kim’s endorsements from The Observer).