Book

Description

Influencer marketing has become increasingly popular, with consumers turning to their favorite social media influencers for product recommendations and reviews. Partnering with an influencer marketing firm can help companies boost sales and improve their return on investment. This phenomenon can be viewed from both the advertiser's perspective, as they leverage bloggers to promote their products, and the buyer's perspective, as they trust influencers' opinions. This study aims to systematize knowledge about influencers as opinion leaders in the social media space, identifying their typology, influence factors, and impact on the consumer decision-making process.