Influencer Marketing with Social Platforms: Increasing Brand Awareness and User Engagement

Abstract

Influencer marketing is an increasingly popular marketing strategy that uses social media "influencers" to market products or services. The background of Influencer marketing can be traced back to the rise of social media. As people rely increasingly on social media for information and social networking, companies recognize the potential of social media and want to use it for marketing their products and services. This paper examines the role of influencer marketing in three areas: brand message creation and communication and user interaction. The AASAL model and the consumer decision process model are used as the theoretical framework to study and validate the impact of influencer marketing on brand impressions and development. It is confirmed that influencer marketing uses influential individuals on social media to help build and communicate brand values, product messages, and service messages. These influential individuals, usually social media bloggers, internet celebrities or celebrities, are evident and influential in a specific field or topic and can attract many fans and followers. By connecting with these influential individuals and having them post relevant information about their brands, products or services, companies can help increase brand awareness and create a positive image for their brands by promoting their products and services among the influencers' fans. Influencers' fans usually trust influencers' recommendations and suggestions, thus increasing the interaction between users and the brand and greatly enhancing a company's brand awareness and sales. However, this marketing strategy also has some limitations and needs to be viewed and used critically.