( ISSN 2277 - 9809 (online) ISSN 2348 - 9359 (Print) ) New DOI : 10.32804/IRJMSH

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INFLUENCER MARKETING- THE MARKETING TOOL OF THE DECADE.

    1 Author(s):  SNEHA BHATI

Vol -  10, Issue- 6 ,         Page(s) : 443 - 451  (2019 ) DOI : https://doi.org/10.32804/IRJMSH

Abstract

With the advent of digitization across the globe and increasing hours of digital consumption by the people, newer and better avenues are emerging for marketers in the social media landscape. Most of the developed economies have integrated influencer marketing as an effective tool in their marketing mix and have allocated reasonable marketing budgets for influencer / opinion leaders. For emerging markets and growing economies whose digital consumption is increasing manifolds, influencer marketing is still a newer concept. Hence, this paper discusses the concept of Influencer marketing as an emerging marketing tool.

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