Influencer Marketing in Social Media Context

The expansion of the use of social networks and surge in user-driven content has shifted the power and credibility of voice from organizations to individuals. Today’s influencers broadcast their opinions and share their experiences via Instagram, Twitter, Facebook, YouTube and other social media services. Marketing professionals worldwide are looking for more effective forms of communication and are interested in understanding the new and evolving digital media landscape. They are trying to understand how this new marketing opportunity may align with their overall brand strategy. As per Forbes magazine, currently the leading trend in marketing is influencer marketing. The purpose of this paper is to examine the concept of influencer marketing in a social media context.