Influencer Marketing on Social Media

Influencer Marketing on Social Media
Student's name
Name of Institution
Influencer Marketing on Social Media
Introduction
Social media influencers play a crucial role in social media marketing because they affect consumer's behavior. More businesses are joining the bandwagon for social media marketing to improve their marketing and outreach strategies. A question arises; how do these influencers affect social media marketing? First, they raise awareness by posting on their Instagram or Facebook stories and feeds. Some influencers have taken this kind of marketing as a full-time career. Secondly, they improve buying decisions with unbiased opinions. Here, it means that they learn an effective way of communicating with their audience, and they can do so conveniently without sounding too "salesy." Additionally, social media influencers have made live streaming Instagram marketing a real career. This topic is essential because it offers different ways to make money from social media platforms.
Hypotheses
Hypothesis 1: The study on this topic aims to determine how social media influencers make money using their platforms.
Hypothesis 2: The study aims to find out the time it takes for influencers to have the required audience for their online business to be successful
Hypothesis 3: The research aims to find out how the elements of the marketing mix are affected, and their role in influencer social media marketing.
General research question
1 How does social media influencer affect the running of online business?
This research question contributes to the success of a business because it highlights different ways in which social media influencers can affect online marketing. After highlighting different ways, a business company will choose the best ones depending on the business location. This paper will conduct a literature review on how social media influencer behaviors has affected the marketing and running of business operations by analyzing various research articles.
How social media has changed marketing
1 The social media marketing book
The operational definition in this book is a social media influencer takeover in online marketing. Most businesses have shifted to conduct their marketing operations on social media (Zarella, 2009, p1). He states that social media has grown from a storytelling-digital platform to an essential marketing tool. The same way social media has aged and evolved, so has consumer behavior. Therefore, social media influencer marketing ensures organizational success by monitoring consumer behavior and offers services based on their needs and preferences. According to this article, Zarella (2009) used organizations as constructs. He intended to analyze the financial performance of different organizations when they shifted their operations to social media. Also, Zarella (2009, p16 ) analyzed how Corporate Social Responsibility (CSR) has changed due to the involvement of social media in business operations.
The researcher in this article used both dependant and independent variables. The dependant variable, in this case, was the profitability of specific organizations, as Zarella (2009) intended to ascertain organizations' success rate. The independent variable is the number of times each business organization promotes its brand on social media. Quantitative methods of study were used in this article to collect data, such as questionnaires and surveys. A sample of 300 participants was used who were picked without any criteria as the researcher opted to use random sampling. Zarella (2009) concluded that the success of a business organization when using social media as a marketing tool depends on engagement with customers. An organization should have a customer help desk where consumers' questions can be answered. However, the study in this article did not address how businesses can diversify their businesses on social media. A crucial key takeaway of this study is that consumer behaviors are changing fast, and so should marketing techniques.
2 Social media marketing: An hour a day (book)
In this article, the operational definition is how social media influencers markets online products in a short time. The book defines how influencer marketers can combine social media skills with their established and existing capabilities. Evans (2010, p2) compares the times when businesses used to struggle to promote their brand and how people order products today through online platforms and get their deliveries in the shortest time possible. Constructs used in the study of this article are people and organizations. Under people as constructs, Evans (2010, p10) has described a specific age range that prefers to use social media to order goods. He states that customers between 20 and 35 are the most social media influencers for marketing as they have a vast knowledge of social media use.
Firm survival and outsourcing are described on the part of the organization as a construct. Time is used as an independent variable in the research carried out in this article to study the survival rate of organizations. Evans (2010) defines time as the duration that a business will remain viable and sustainable when using social media as a marketing tool. Sample surveys were majorly used in this study to collect data. Around 200 customers were randomly selected to offer their experience on social media marketing on their preferred and regular marketing channels. Evans (2010) concludes by saying that social media has fastened marketing as customers can receive their ordered goods at the doorstep. There is a gap in this study. The researcher does not vividly describe how businesses can attract customers using firms' social media platforms.
3 30 Minute Social Media Marketing (book)
Gunelius (2011,...