The Use of Influencers in Social Media Marketing

Abstract

In conventional marketing, companies invest in television, radio ads, billboards, etc. and are forced to create a standard campaign for the general public. In Social Media Marketing, companies develop techniques and methods to locate and reach their target audience creating a precise differentiation of customers, determining values, needs, desires, etc. In this context, the Influencers represent a recent kind of social media product placement and major/minor celebrity recommendation. By analyzing Social Media Marketing, we can obtain a way to categorize and evaluate the Influencers, considering numeric data, such as number of views, followers/subscribers, likes, and engagement rate, but also more subjective data such as personality.