Literature Review on Promotional Strategies Leveraging Digital Platform Influencers

Abstract

With the emergence of the Digital platform, influencer publicising has become one of the strategies that companies prioritize to adopt. The strategy involves the use of social media influencers that have a big following to promote product recommendations and reviews and increase electronic word of mouth (e-WOM). The influencers are categorized into micro, macro, and mega influences depending on their number of followers, and the mega influences, which are usually high-profile celebrities. According to the studies, companies that use influencer publicising tend to achieve a high level of success, and many of them intend to invest more money in this sphere. Success of the influencer publicising depends on the credibility, attractiveness, content and involvement in the audience of the influencers. Influencers are perceived to be relatable and trustworthy by consumers and, therefore, it has a higher impact on purchasing behaviour as compared to conventional celebrities. The research provides information into the functioning of influencer publicising and further investigation on the best methods of digital platform influencer utilization.