An In-Depth Review of Social Media Influencing: Evolution, Impact, and Future Directions

Authors

  • Dr. Sunil Kumar Assistant Professor, Shaheed Bhagat Singh College (Evening) , University of Delhi, Delhi

Keywords:

social media, Marketing, consumer behavior, Instagram, influencer

Abstract

This review paper delves into the evolution, impact, types, and ethical considerations of social media influencing, focusing on its role in shaping consumer behavior. It explores the diverse ecosystem of influencers, ranging from macro to nano-influencers, and discusses emerging trends such as virtual influencers, AI-generated content, and social commerce integration. The paper also addresses challenges such as transparency, authenticity, and regulatory frameworks, emphasizing the importance of ethical practices in maintaining consumer trust. Through insights from research, case studies, and expert perspectives, it provides a comprehensive understanding of this dynamic phenomenon and its implications for marketers and influencers in navigating the evolving landscape of influencer marketing.

References

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Lou, C., & Yuan, S. (2019). Influencer marketing: How message value and credibility affect consumer trust of branded content on social media. Journal of interactive advertising, 19(1), 58-73.

Kamaldeep, S. (2021). Influencer marketing from a consumer perspective: how attitude, trust, and word of mouth affect buying behavior. European Integration Studies, 15(1), 231-241.

Arzhanova, K. A., Dovzhik, G. V., & Dovzhik, V. N. (2022, January). Influencer Marketing as a Way to Influence Consumer Behavior. In Proceedings of the International Scientific Conference “Smart Nations: Global Trends In The Digital Economy” Volume 2 (pp. 198-204). Cham: Springer International Publishing.

Saima, & Khan, M. A. (2020). Effect of social media influencer marketing on consumers’ purchase intention and the mediating role of credibility. Journal of Promotion Management, 27(4), 503-523.

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Published

21-05-2024

How to Cite

Dr. Sunil Kumar. (2024). An In-Depth Review of Social Media Influencing: Evolution, Impact, and Future Directions. International Journal for Research Publication and Seminar, 15(2), 130–136. Retrieved from https://jrps.shodhsagar.com/index.php/j/article/view/1386

Issue

Vol. 15 No. 2 (2024): Apr - Jun 2024

Section

Original Research Article

License

Copyright (c) 2024 International Journal for Research Publication and Seminar

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