HOW DOES INFLUENCER MARKETING IMPACT CONSUMERS?

HOW DOES INFLUENCER MARKETING IMPACT CONSUMERS?

The initial goal of social media platforms was to facilitate personal connections between users. But over time, these websites have developed into quite useful channels for influencer-based brand and product promotion. Actually, the way consumers make judgments about what to buy has changed significantly as a result of influencer marketing's effect on consumer behavior. These platforms have made it easier for customers to get information about products and have given influencers and marketers alike new and profitable options.

Influencer marketing is working with people, usually social media influencers, to produce content that reflects the values of a company. With their devoted fan bases, these influencers represent brands and provide a human element that traditional advertising finds difficult to accomplish.

First let’s look at Robert Cialdini's book "Influence: The Psychology of Persuasion" reveals six universal principles of influence that drive human behavior and decision-making. These principles are:

1. Reciprocation: People tend to return favors and respond to kindness with kindness. Offer something valuable first, and others will feel inclined to reciprocate.

2. Commitment and Consistency: Individuals strive to align their actions and beliefs. Encourage small commitments, and people will likely follow through with larger ones to maintain consistency.

3. Social Proof: People are influenced by the actions and opinions of others. Highlight social evidence, such as testimonials, to build trust and credibility.

4. Liking: We are more likely to say yes to those we like and trust. Build rapport, find common ground, and establish a connection to increase influence.

5. Authority: People respect and follow the advice of experts and authorities. Establish credibility, showcase expertise, and use social proof to demonstrate authority.

6. Scarcity: The perception of limited availability or exclusivity can increase demand and influence. Highlight the unique benefits or limited-time offers to create a sense of urgency.

Understanding and applying these principles ethically can enhance your ability to influence and persuade others in various aspects of life, from sales and marketing to personal relationships and leadership. Remember to use these principles responsibly and with integrity.

Influencer marketing is becoming more popular as a result of shifting search patterns, especially among younger audiences, and a decline in the use of third-party cookies. Because viewers are actively seeking recommendations for venues, services, and goods, this change may strengthen the bond between influencers and their audience. Furthermore, customers are becoming more inclined to provide influencers with feedback, which offers insightful information about their preferences and purchasing patterns. Because of this, online influencer marketing is a useful strategy in the current environment.

Influencer marketing is becoming more and more popular with younger customers, but firms have to overcome obstacles including authenticity, brand management, and the harm that ideal lifestyles do to self-esteem. Finding influencers who share a brand's beliefs and goods is important for brands since false recommendations can harm a company's image. It's important to maintain a balance between creative freedom and brand control since influencers can provide interesting material while staying consistent. Brands also need to address the drawbacks of social media use by pushing influencers to support wholesome lifestyle choices and reasonable expectations for products.

Influencer marketing has a significant impact on consumer’s decision-making processes at every level. 

1. Customers identify their wants and desires when they identify an issue, and material that features a brand, good, or service can encourage these feelings. 

2. Consumers use information search to look for choices and information to meet their requirements. 

3. The last phase involves customers evaluating alternatives by contrasting and comparing brands under the effect of scarcity, authority, and social proof cues. 

4. Consumers make their ultimate decisions about purchases based on incentives and materials that clearly encourage engagement. 

5. Consumers that demonstrate happiness and loyalty to a brand, product, or service are said to be engaging in post-purchase behaviour. 

To stay updated on the recent marketing information, don’t forget to consistently check Influir Media’s blog page. Our company Influir Media is the most trusted Influencer Marketing Agency located in Gurugram, Delhi NCR.