| Abstract [eng] |
The rising popularity of social media platforms has led to the emergence of a new marketing tool - social media influencer, which has proven to be an efficient advertising distribution channel for businesses. Consumer attitudes and interaction with sponsored content have shifted dramatically as a result of influencer marketing, making it one of the most essential digital marketing tactics for firms. The content creator presents the brand's products to their social media profile audience in a collaboration between a company and an influencer, meaning that at that time, the firm entrusts the influencer with its image and reputation. Despite the fact that the influencer marketing sector is expanding year after year and has already proven to be a successful social media marketing strategy for many brands, working with influencers, however, may be fraught with difficulties and hazards. Selecting an influencer for collaboration is one of the most common issues and difficulties mentioned by marketers. Because influencers play a vital role in shaping consumer perceptions of a brand, it is critical for businesses to establish criteria for selecting the most appropriate influencer for their brand. |
