Abstract
Marketers must never underestimate an online buyer. If they are assuming that mere marketing efforts from their side will influence a buyer, then they are being uncalculated and ignorant. Potential customers are not isolated people who are glued to their computer systems confused as to what product to buy. Instead they are tech-savvy, socially active, smart buyers who make a detailed analysis about the product they intend to buy online. Therefore, marketers need to re-design their online marketing strategies to suit to the needs of the buyer. The marketing approach should focus on social influence marketing as well.
Highlights
To begin with, let us define Social Influence Marketing-a system that encompasses social media and social influencers to accomplish their business objectives
If one group of respondents present a favourable attitude towards the ad, the same ads are targeted at another set of people or to websites or to friends on a similar network
A podcast by itself is not a social media but assumes as one due to the facility it provides people to organise their own audio files and share them with co-users. It cannot work in isolation in a Social Influence Marketing (SIM) campaign but works wonders when paired with other SIM campaigns
Summary
Let us define Social Influence Marketing-a system that encompasses social media and social influencers to accomplish their business objectives. Social Influencers are those who have the power to create a huge impact on their peers by way of their content disseminating features They can be anyone starting from a spouse, a friend, a colleague or a product reviewer, who have a major influence on the decision making process of the buyer. Social influencers are those who are directly or indirectly associated with the brand affinity or buying decision process They may be doing this intentionally or unintentionally through their participation on social media platforms by posting reviews or commenting about the products.(Fire, Goldschmidt, & Elovici, 2013). The terms social influence marketing and social media marketing are used interchangeably, there is a subtle difference The former focusses on the influencers of the buying process whereas the latter focusses on the ads on social networking sites like Facebook, Twitter, etc. The former focusses on the influencers of the buying process whereas the latter focusses on the ads on social networking sites like Facebook, Twitter, etc. (Fire et al, 2013; Guthrie, Cuganesan, & Ward, 2008)
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