Effectiveness of Instagram marketing and Social Media Influencers
Credit | 2018
Social Media marketing is a practice and field of research that has developed rapidly in the 21st century. Companies now sponsor celebrities in return for access to their social media communities and those celebrities in turn promote products to transfer their positive image to the sponsor’s brand and to ultimately heighten purchase intention, which is expected to translate into action. For this strategy to be effective, the celebrity endorser must have established credibility among the members of the target group and the products endorsed must be differentiated from others on the market. When these criteria are met, consumer purchase intentions can be heightened.