The Effectiveness of Influencer Marketing in Reaching and Engaging Young Consumers

Abstract

With the rise of social media platforms and influencer marketing in the current digital era, the marketing landscape has undergone a tremendous change. Influencer marketing has become widely recognised as a potent tool for connecting brands with their target audiences, particularly younger customers. Younger customers, often known as millennials and Generation Z, are well known for being engaged on social media and for preferring authenticity and close relationships with brands. As a result, influencer marketing has emerged as a crucial strategy for companies looking to successfully engage and reach this population. Working with people who have a sizable online following and utilising their influence on market goods or services to their audience is known as influencer marketing. Through their material and recommendations, these people—known as influencers— have the power to affect the purchasing choices and behaviour of their followers. Brands can expand their reach and engage younger consumers in a more natural and accessible way by drawing on the trust and authenticity that influencers have built with their followers. Both marketers and scholars are very interested in how well influencer marketing works in reaching and engaging younger consumers. For organisations looking to create effective marketing strategies, an understanding of how influencer marketing affects customer behaviour, creates brand perceptions, and fosters engagement is essential. Additionally, to maximise the impact of influencer marketing, it is crucial to pinpoint the critical elements that contribute to its effectiveness.