Social Media Marketing & The Role of Influencers

Abstract

This paper examines the impacts, both positive and negative, of recent social media marketing changes, largely influenced by the creation of influencers. It identifies the ways in which 21st century marketing strategists have transitioned from print to social media marketing, implementing a variety of online platforms. Additionally, it identifies the numerous forms of social media platforms that allow marketers to reach larger target audiences than ever before. Data has been collected from a variety of sources, including peer-reviewed journals, text books and case studies. The data examines a variety of life components, demonstrating that these changed strategies are truly affecting all forms of marketing. This paper highlights the importance of the role of the influencer in today's marketing strategies and how these individuals work both independently and in coordination with specific companies to promote products and relay information on special deals. Since social media platforms reach hundreds of thousands of potential customers a day, it is important to understand and identify the relationship between these platforms, influencers and companies in order to understand the consumer's new role amidst 21st century marketing strategies. This paper examines the impacts, both positive and negative, of recent social media marketing changes, largely influenced by the creation of influencers. It identifies the ways in which 21st century marketing strategists have transitioned from print to social media marketing, implementing a variety of online platforms. Additionally, it identifies the numerous forms of social media platforms that allow marketers to reach larger target audiences than ever before. Data has been collected from a variety of sources, including peer-reviewed journals, text books and case studies. The data examines a variety of life components, demonstrating that these changed strategies are truly affecting all forms of marketing. This paper highlights the importance of the role of the influencer in today's marketing strategies and how these individuals work both independently and in coordination with specific companies to promote products and relay information on special deals. Since social media platforms reach hundreds of thousands of potential customers a day, it is important to understand and identify the relationship between these platforms, influencers and companies in order to understand the consumer's new role amidst 21st century marketing strategies.