INFLUENCER MARKETING: CONCEPTS, PRACTICES, AND STRATEGIES: AN OVERVIEW

Abstract

Influencer marketing is a powerful method that uses the popularity, credibility, and influence of social media influencers to promote brands, products or services to engaged audiences. Influencers have a positive impact on customer acquisition and sales. Brands can use influencer marketing practices to connect with their target audience and achieve their marketing goals. This paper is based on available literature and research material published in journals, books, websites, and blogs. The present paper gives clear picture regarding influencer management. The definition of influencer is "Influential Marketing" (IM) is the most important new marketing approach in a decade for professionals at the forefront of purchasing decision making. In this paper, we give a brief overview of the concepts and practices of Influencer Marketing (IM). This paper discusses the practices and strategies of IM and discusses how brands and marketers can effectively use the power of influence to connect authentically with target audiences and achieve marketing objectives