Abstract
This research paper specifically tries to analyse the interconnectivity of digital marketing and influencer marketing, especially about sales. The author’s purpose is to identify the effective promotion tactics and engagement of the consumer using influencer marketing. The following secondary research method was used; a comprehensive search of already published sources was conducted and several case studies were used to gather data analysing the effectiveness of influencer marketing in changing consumer buying behaviour and sales results. Some studies show that the level of the message and the degree of campaign relevance to brand values affect the effectiveness of the campaign. Finally, the research finds a new driving force in influencer marketing, but at the same time, brands face many issues with evaluation and credibility to influence sales.
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