Environmental Dynamism: The Role of Influencers in Marketing Practice
Abstract:
The changes in the environment as a result of evolving technologies demand marketing efforts to attract and retain cus tomers at cheap costs. Influence marketing as promotional activity engages audience with contents that promote goods and services to the consumers and the firms using the internet services. This study is a descriptive research design based on analysis from journal publications, internet materials and books relevant to the study. The problem is that traditional media advertising is highly expensive and with small scope of coverage compared to influence marketing promotion. As such, consumers and firms are looking for alternative wider scope actions to source information, purchase and sell brands at cheap costs. The main objective was to determine the effects of internet services such as Social Media and Search Engine Optimization coupled with environmental factors that enhance influence marketing in a dynamic society. The persuasion theory among other psychological theories was the most appropriate as it aimed at inducing customers to change their attitudes, values and beliefs in difficult situations. The qualitative analysis approach was the research de- sign. The population comprised of 28 authors and this also served as the sample size. The sampling technique was the use of authors of related studies. The findings were that influencers use social media channels to demonstrate their contents for engagement and entertainment of audience, firms and consumers use search engine optimization to search for useful information about brand and finally that environmental factors explain perception of consumers. The conclusion was that influence marketing is efficient and cheap in costs for firms and customers for economic growth of entrepreneurship. It is recommended that social network sites utilization be encouraged among firms and consumer for search engine opti mize-tons and influence marketing benefits..
