Emerging Trends in Influencer Marketing: Leveraging Micro-Influencers for Effective Brand Promotions

Abstract

With the rise of social media (SM), influencer marketing has evolved as an innovative and successful brand marketing approach that attracts to marketing managers. Partnership among brands and influential people is at the heart of influencer marketing, which may be an effective growth strategy for certain companies. Thousands of businesses and brands have made good use of it, and its popularity has only grown over the last decade. To market their products and services, the firms are now working with small or micro-influencers. This study's goal is to thoroughly examine earlier investigations into persuasive marketing or influencer marketing. The study's primary goal is to get an in-depth understanding of the function and current trends of micro-influencers in successful brand promotion. It has been observed that brands are being benefitted from these micro-influencers by way of increased engagement rates, high brand awareness along with improved website traffic leading to the generation of sales and an increased customer base.