A STUDY ON INFLUENCERS ENDORSEMENT IN SOCIAL MEDIA MARKETING

Abstract

The rise social media has opened a new channel for brands to connect with consumer more directly. Social media brand influencers are on the rise, becoming one of the biggest marketing and public relation trends nowadays. Now influencers focus on working with companies whose products non-celebrity individual use in their daily lives. Influencer marketing based on traditional media has been used in public relations for many years, the rise of social media influencer marketing has successfully changed the way that brand interact with consumers. The main purpose of this study is to analyse the Influencers Endorsement in social media marketing. The Influencer's product is clearly endorsed by people (respondents) who might buy it. Social Media Marketing with influencers has a huge impact on brand awareness and sales because it allows businesses to make their products more visible and it helps them to increase brand awareness. Hence, if the lifestyle product is influenced by an influencer, the young audience will choose it more than other products. When an influencer endorses a product, respondents are more likely to purchase it. It is clear from this research that they will lose followers if they falsely promote the product, while others believe they will influence others to buy that product after they have tried it.