Studying the relationship between influencer marketing and brand management and its effect on the purchase intention (Consumer)

Today, the business plans and marketing strategies of companies are increasingly adapted to the Internet. The development of the Internet is one of the most significant changes in recent years because it significantly changes and affects the way of doing business. Influencer marketing can be considered a marketing strategy that uses social media and influencers to achieve the goals and business needs of the company. In today's business environment, brands are associated not only with the products or services, but they are also associated with perceived quality, consumer life style, and social status/class. With the rise of social media, influencer marketing has emerged as a new and effective brand marketing method that marketing managers are interested in. In other words, influencer marketing creates an opportunity for brands to introduce themselves to a wide range of audiences using a suitable, attractive and well-crafted marketing strategy. Also, Existing research has examined how consumers are affected when exposed to influencer marketing.

کلیدواژه ها:

Social media ، Social media influencers ، Influencer marketing ، Brand ، purchase intentions