Abstract

Although influencer marketing has grown in popularity, many companies are still unsure how to effectively utilize the power of social media stars to build their brands and expand their customer bases. To better understand how content brand strategy is applied through events, the authors of this paper propose and explore the usage of social media influencer marketing. Companies can easily include a marketing campaign into their preexisting strategy for promoting the brand or product. This article explores the categorization of influencers and their traits and demonstrates the influence of influencers by determining their success level. It has been found that social media and influencer marketing can significantly affect business decisions.

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