Influencers, Buyer Behavior, Making Connections, and Motivators
Please log into my online portal to review the required reading
https://ASK SUPPORT/login/
ASK SUPPORT
Password ASK SUPPORT
Module 2 - Case
PROMOTION, INFLUENCERS AND ETHICS
Assignment Overview
Influencer Marketing
Large corporations routinely use celebrity endorsers in advertising and marketing campaigns. Many of these stars make millions from these deals. Their faces and names are found in all forms of advertising and marketing. They often become synonymous with brands they represent.
Let’s talk about influencers – a word added to the dictionary in 2019. Social media ushered in a new era when “Everyperson” can become an influencer. We touched on influencers during this module’s discussions.
Case 2 Resources
The Six Stages of the Consumer Buying Process and How to Market to Them (2022)
Low-Involvement vs. High-Involvement Decisions (2022)
Factors Influencing Consumer Decisions (2022)
The Power of Influencer Marketing (2022)
28 Essential Influencer Marketing Statistics You Need to Know in 2022 (2022)
The Pros and Cons of Influencer Marketing for Your Brand (2022)
Infographic: 5 influencer marketing trends to watch in 2022 (2022)
UK government mulls clampdown on influencer advertising that targets young people (2022)
Case Assignment
Using the module’s readings, other resources, and at least one article published in 2020 or 2021 from Trident Library’s ProQuest Central, a full-text database, write about how influencers have become an important part of marketing.
Influencers: Defined
Explain what influencers do. Talk about the most important information. Cite and reference your sources. (1/2 page)
Buyer Behavior
Next, write about the Buyer Behavior and what businesses must understand to better promote their goods or services. Cite and reference your sources. (1 page)
Influencer Examples
Provide two examples of social media influencers. Deliver an analysis of what each one does to influence followers. It is important to include citations for your research. (1 page)
Making Connections
Based on the research above, assess which steps of the buyer behavior model influencers can affect. Provide rationale. Cite and reference your sources. (1/2 page)
No quotations are permitted in this paper. Each paragraph (except the introduction and conclusion) must contain at least one in-text citation.
Since you are engaging in research, be sure to cite and reference the sources in APA format. NOTE: failure to use research with accompanying citations to support content will result in reduced scoring “Level 2-Developing” on the grading rubric.
This is a professional paper, not a personal one based on feelings. It must be written in the third person; this means words like “I”, “we”, and “you” are not appropriate.
Promotion, Influencers, and Ethics
Author's Name
The Institutional Affiliation
Course Number and Name
Instructor Name
Assignment Due Date
Promotion, Influencers, and Ethics
1 Influencers: Defined
Influencers have built a significant following on social media platforms such as Instagram, TikTok, YouTube, and Twitter. They use their platforms to share content and promote products or services to their followers (Kreutzer, 2018). They are typically considered experts or thought leaders in a specific niche or industry, and their followers trust their opinions and recommendations. Influencer publication partners with these individuals to promote a brand or product to their followers. This can be done through sponsored posts, product reviews, and collaborations. Influencer publication has become increasingly popular in recent years as businesses have realized the power of social media to reach consumers. Different types of inspirers include micro-influencers, macro-influencers, and mega-influencers. Micro-inspirers have less number of followers than macro-influencers; however, mega-inspirers have over 1 million followers (Kreutzer, 2018). Each type of influencer has its unique strengths and weaknesses. Micro-motivators tend to have more engaged and niche audiences, making them well-suited for targeting specific demographics. Macro-inspirers have an enormous reach and can significantly impact brand awareness. Mega-inspirers have a massive reach and can generate significant buzz and awareness for a brand or product.
2 Buyer Behavior
Buyer behavior refers to consumers' actions and decisions when purchasing goods or services. Understanding buyer behavior is crucial for businesses as it can help them to promote their products and services better and increase sales (Pflücke, 2020). One key factor influencing buyer behavior is the consumer's expectation of the product or service. This includes their perceived value, quality, and benefits. Businesses must understand how consumers view their products and services and tailor their promotional efforts accordingly.
Another important factor is consumer motivation. Consumers are motivated by different things, such as needs, wants, and desires. Businesses must understand what motivates their target market and use this information to create effective promotional campaigns. Consumer attitudes also play a significant role in buyer behavior. Attitudes are based on past experiences, cultural influences, and social norms. Businesses must understand the attitudes of their target market and use this information to create promotional campaigns that resonate with their target audience (Brown & Hayes, 2008). The consumer decision-making process is also an essential aspect of buyer behavior. This process includes five steps: issue detection, research, alternate options assessment, buying, and post-purchase analysis. Businesses must understand the consumer decision-making process and tailor their publication efforts accordingly to influence consumers at each stage.
Consumer demographics, such as age, gender, income, and education level, influence buyer behavior. Businesses must understand the demographic characteristics of their target market and use this information to create targeted publication campaigns (Pflücke, 2020). Another critical element of promoting goods or services is understanding the role of branding. Branding is creating a recognition, term, style, symbol, or ...