The Beauty of Social Media Influencers

Abstract

Today media is used as one of the marketing tools because people use social media platforms every day. People use social media platforms to search for product information, chat, create content, and more. Hence the emergence of Social Media Influencers (SMIs), who can be anyone who represents or recommends a brand on one or more social media platforms and share ideas about products with consumers. Consumers usually like to seek other people's opinions, so SMIs affect consumers' perceptions and behaviours. The purpose of this paper is to assess the impact of SMIs on consumers' perceptions and behaviours. So, two theories are used, Social Learning Theory and Self-Perception Theory. And this paper uses two case studies to prove the impact of SMIs on consumers' perceptions and behaviours. Consumers are more inclined to SMIs or Celebrities, the results show that consumers are more inclined to SMIs. The other is influencer marketing and sponsored advertising, and consumers are more inclined to influencer marketing.