Influencer Marketing in the Digital Era

With the rapid growth of Internet usage, the use of digital marketing has increased significantly. Using emails, messages, calls, social media, etc to market a product helps the businesses to tap a market that isn't really possible by using traditional marketing methods due to the physical limitations. Among these digital methods is the method of using the help of influencers. Businesses reach out to these influencers who, then, use and preview the product for their followers. This study aims to observe how these personnel influence their followers with or against the product. There are two types of influencers: Micro and Macro, and it has been observed time and again that micro influencers round up a much more loyal base for the products. Consumers conclude that there is a personal connection with these micro influencers and a factor of trust, compared to the celebrities. Algorithms are trained based on the consumer's behaviours, feeding them more of these influencers to build a compelling urge to buy— mostly impulsively. Trends like Fear of Missing Out observe how impulsively a consumer tends to buy something they see on the Internet — how compulsive it feels.