Title: An investigative study of influencer marketing: nuances, challenges and impact

Authors: Yukti Ahuja; Indu Loura

Addresses: Management Department, Jagan Institute of Management Studies, Rohini, Delhi – 110085, India ' Management Department, Jagan Institute of Management Studies, Rohini, Delhi – 110085, India

Abstract: Following the expansion and evolution of social media platforms, industry has changed and adapted newer ways of reaching out to the customers. This study is designed to explore the emergence of influencer marketing as a strategy in the context of Indian business. A qualitative investigation comprising in-depth interviews from three different categories: 1) advertising and PR industry experts from SMEs; 2) influencers including bloggers comprising both micro and macro; and 3) academicians working in the area of consumer socialisation is carried out. This unique multiperspective study unfolds insights relevant for practitioners as well as contributing to theory development. To maintain originality and authenticity, all interviews were recorded. Findings reveal influencer choice, approach, brand fit, and expectations as important and also reveal nuances of the approach with theory of consumer socialisation and electronic word of mouth (eWOM). The work has takeaways for researchers, academicians, digital marketers, and marketing professionals, devising their communication strategy.

Keywords: influencer marketing; social media marketing; influencers; digital marketing; consumer socialisation; word of mouth; brand communication.

DOI: 10.1504/JGBA.2020.112824

Journal for Global Business Advancement, 2020 Vol.13 No.5, pp.561 - 583

Received: 20 Aug 2020
Accepted: 20 Aug 2020

Published online: 04 Feb 2021 *

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