Impact of influencer marketing vs. brand ambassadors on product sales & brand credibility

Abstract

In the last decade, social media and digital landscape has significantly changed the buying patterns. Every marketer now knows that one has to have an online presence to let people know of its existence. In this very space, influencer marketing has emerged as a promising sect of marketing. Now, whenever we scroll through our feed in Instagram or Facebook, we find influencers actively promoting their content as well as brands. Thus, leveraging on the network effects, influencer marketing has come a long way and has more to cover in the coming days. It will be interesting to note how the dynamics change, given that traditional celebrities have a huge impact on brand promotion and sales. To test the fact that there is considerable impact in sales and trust in brand depending on the type of promotion, we decided to take up this project. After research and experiments, we came to the conclusion that promotion by micro-influencer neither leads to higher sales nor does it raises the trust for a brand when compared to a promotion by traditional celebrities.