In recent years, influencer marketing has become a
prominent marketing strategy that harnesses the power of social media to engage
with target audiences and drive brand awareness. The purpose of this paper is
to delve into the complexities of influencer marketing by examining its
dynamics, exploring its effectiveness, and
analyzing its impact on consumer behavior and brand outcomes. The study
begins with a comprehensive overview of influencer marketing, including its
definition, its evolution, and its importance. It then delves into the basic
models involved in influencer marketing and how it is linked to consumer
psychology such as authenticity and conformity. In addition, it shows examples
of successes and failures in influencer marketing.
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