Influencer Marketing Unveiled: A Conceptual Exploration of Emotional Marketing, Consumer Connections, and Future AI Trends

  • Preethi Gaur Assistant Professor, Department of Accounting and Finance, Faculty of Science and Humanities, SRM Institute of Science and Technology, Vadapalani Campus
Keywords: Social Media, SME, Dig. Marketing, Influencer Marketing

Abstract

This research aims to get a conceptual knowledge of influencer marketing, as well as its relationship with emotional marketing. Emotional marketing is considered a component of influencer marketing, since customers form an emotional connection with the influencers. An analysis has been conducted to investigate the level of emotional connection that may be formed between influencers and customers across many categories, including nano influencers, micro influencers, and celebrities. Influencers use several methods such as authenticity, narrative, engagement, and interaction to control customers’ purchasing attitude and intention. These strategies enable influencers to develop an emotional connection with consumers. These strategies assist in quantifying the influence on customers by analysing their purchases. The future trajectory of marketing, with a focus on the integration of AI, has been thoroughly examined, along with a comprehensive analysis of the potential impact of influencer marketing.

Published
2024-01-27
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