Identifying KSFs for promoting brands through influencer marketing

Abstract

Brands are increasingly approaching influencers to promote their products using sponsored posts. However, followers are likely to be skeptical whenever the influencers share a product/brand review post on Instagram and notice the hashtag #sponsored in the post. The relevant factors associated with Influencer Marketing are identified from the early published literature. Using the result obtained from the survey which studied the respondents’ responses to these factors, we formulate a set of Key Success Factors (KSFs) which the brand can employ for successful influencer marketing. Objective of the study is to provide an overall framework for ensuring that brands utilize influencer marketing strategies effectively. The study approaches this issue by looking at the various factors that help in creating awareness among Instagram users and what how users view different features implicit in an Instagram post. Scope In keeping with the objective, the following issues have been addressed in the study: * Defining: Who is an influencer? * Understanding consumer perception towards influencer marketing * Identifying features of influencer marketing that affects attitude towards advertised brands * Identifying what features of influencer marketing affects purchase intention * How brands can implement influencer marketing to improve its awareness, brand loyalty and drive purchase