Brand Loyalty in the Age of Social Media-Understanding Influencer Marketing Dynamics

Abstract

Marketing by using social media is a noble type of marketing tool that uses internet marketing and social media apps for marketing/ promoting and doing business of any type which includes both items and services. Social media has a global presence and it has been estimated that it can have a large positive impact on brand loyalty. Attention of customers to advertisements is getting limited and marketers are facing absolute obstacles to reach the target audience and bring their brand to limelight. Social media accounts are the new roadway to advertisement which also include social media influencers. The social media influences are creating deep seated impact in fields of apparels, tourism, entertainment, health and beauty awareness, non-surgical cosmetic treatment, healthy lifestyle, yoga etc. Modern Times consumer do not follow and rely on conventional marketing mechanism of TV and print media. They are also using advanced version of applications that allow blocking of ads and other tools where they are able to skip and not see any advertisement and have ad-free internet experience. This is making the path of brands and businesses more cumbersome to attain and retain clients. In this interview-based paper that also uses theory of planned behavior it was tried to find out how influencers can be useful in creating brand loyalty among people.