THE ROLE OF SOCIAL MEDIA INFLUENCERS IN DIGITAL MARKETING ERA-AN ANALYTICAL STUDY

Abstract

Influencer marketing is the recent trend in the booming social media marketing process. It works in the form of collaborations. In this process, the business gets in touch with an influential person to promote their products, services or campaigns. Earlier, celebrity made endorsements was considered as a part of influencer marketing. In todays digital world, social content creators with niche audiences can offer more value by engaging with dedicated group of followers on their social media page and are popularly called as social media influencers. This form of marketing comes with its own set of advantages & disadvantages. The objective of this paper is to understand the role of Social Media Influencers, the pros and cons and how effectively they can be utilized to promote the business.