| Description |
Marketing is extremely susceptible to shifts within industry techniques, consumer receptivity, and general trends within the consumer-based world in which we live. It is therefore vital for businesses and their marketing applications to respond to the everchanging dynamics within the industry in order to succeed. Digital marketing, namely the implementation of Social Media Influencers throughout digital channels, has revolutionized the way brands and businesses interact with consumers. Given the intent to shape consumer brand perceptions and influence purchase intentions, Social Media Influencers must be able to permeate social media channels in a way with which consumers are receptive and responsive. Businesses, brands, and firms must be vigilant when implementing the use of Social Media Influencers as a means of marketing because poor influencer performance has the potential to rapidly diminish and impair consumer perceptions and transactions. This thesis evaluates the antecedents to Social Media Influencer effectiveness by assessing both consumer-based and Social Media Influencer-based characteristics that potentially affect the overall success of an influencer marketing campaign. A combination of both academic and marketing research will analyze the efficacy of Social Media Influencer marketing in the eyes of the consumer and explore the antecedents pertaining to a successful influencer and their associated campaign. |
