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Journal of Digital Marketing and Communication

Open Access Review

The Role of Influencer Marketing in Building Authentic Brand Relationships Online

by Ifeanyi Okonkwo 1 , Emmanuel Namkoisse 2
1 College of Humanities and Social Sciences, Abia State University Uturu, Abia, Nigeria
2 Facuty of Economics and Mangement, University of Bangui, Avenue des Martyrs Bangui, Bangui, Central African Republic

SUBMITTED: 05 November 2023; ACCEPTED: 24 November 2023; PUBLISHED: 1 December 2023

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Influencer marketing is a dynamic digital strategy that leverages social media influencers to promote products or brands to a targeted audience. It has evolved with the rise of platforms like Instagram, YouTube, and TikTok, providing individuals a stage to build substantial followings. Brands now collaborate with influencers to connect authentically with their demographics. Over time, influencer marketing has progressed from endorsements to include sponsored content, product placements, and influencer-generated material, emphasizing authenticity and trust in influencer selection. The objective of this review is to explore the dynamics of influencer marketing, from its evolution to its ethical considerations, effective campaign crafting, risk mitigation, and future trends, emphasizing its significance in the digital age.  In the influencer marketing landscape, there are various influencer types, including celebrities, micro-influencers, and nano-influencers. Celebrities offer broad reach but may lack personal connection, while micro-influencers engage specific niche audiences, and nano-influencers have hyper-local, engaged communities. Crafting effective influencer campaigns entails defining clear objectives, selecting the right influencers, creating engaging content, implementing a multi-channel approach, and fostering audience engagement. Measuring success beyond vanity metrics focuses on quantifiable outcomes for a more accurate evaluation. Mitigating risks involves addressing authenticity, regulatory compliance, audience relevance, content quality, metrics, scalability, and potential negative publicity, ensuring successful influencer partnerships. Future trends include virtual influencers and AI-driven campaigns, with influencer marketing evolving toward authenticity and long-term partnerships.

Keywords: Influencer marketing; social media influencers; authenticity in marketing; ethical considerations; digital marketing evolution

Creative Commons Attribution 4.0 International (CC BY 4.0) License
© 2023 Ifeanyi Okonkwo, Emmanuel Namkoisse. This is an open access article distributed under the Creative Commons Attribution 4.0 International (CC BY 4.0) License which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.

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Okonkwo, I., & Namkoisse, E. . (2023). The Role of Influencer Marketing in Building Authentic Brand Relationships Online. Journal of Digital Marketing and Communication, 3(2), 81–90.
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