How Influencer Content Impacts Global Brand Campaigns

Emma Thompson

College: College of Business and Public Management

Major: BS.ACCOUNTING

Faculty Research Mentor: Salehi, Reza Fazli

Abstract:

Brands across the world have been using influencers to promote their business since the eighteenth century. This creates a bond with the consumer and business because the products are being used and advertised on social media by famous people. Influencers can reach a wide audience, from different cities, states, or countries. This allows the brand to expand into new areas and make their products seem more authentic. This study focuses on brands that use people with a large following to gain attention and bring new consumers to their business.Brands conduct research and use surveys to figure out how well their marketing goes based on the celebrity they pay to promote their products. Businesses may use and switch to different influencers depending on their level of engagement and how much attention they bring to the brand. The approach was a mixed method, which involved data and studies to be considered.The end results signify that there is a positive connection between influencers and businesses trying to market products. Influencers bring in a wide variety of customers to the brand and promote the product according to the business’ demand. The brand sees an increase in profit.Keywords: social media, audience, engagement