Exploring the Use of Social Media Influencers in Brands Communication

Abstract

Many organizations have identified social media influencers (SMIs) as relevant intermediaries, most notably because they provide access to and might even influence hard to-reach stakeholders, e.g., teenage and young adult consumers or special interest groups. This study therefore sought to explore the use of social media influencers in brands communication. The study then set the objectives to find out who SMIs are, to ascertain why organizations use SMIs in brand communication and to determine the impact of SMIs in brand communication. By employing a review of secondary data research approach, the study found out that SMIs represents a new type of independent third party endorser who shape audience attitudes through blogs, tweets, and the use of other social media. Also, SMIs are particularly attractive to brands and marketers who have started to develop a new communication practice, “influencer marketing” to take advantage of SMIs' content. With actions that include expressing their opinions in product reviews, offering tips on product usage, and posting pictures or videos containing products or services, SMIs represent a new type of independent third party endorser who influence their audiences’ attitudes through blogs, tweets, and the use of other social media.