The role of social media, influencers and celebrity have changed in contemporary times. The concept of influencer marketing in modern time has created a digital evolution with the consumer in the marketing process, which is, in turn, is driving the fundamental motive of human (Abidin and Ots 2016). The most significant motive, in particular, is making friend as well as attaining the status. It is being said that influencers have created a space between everyday folk and celebrities. Furthermore, the very online nature of the lives which is said to have gain access to the possible film or the sports stars. This paper will focus on the technological and social norms which have created an impact how influencers and traditional celebrity model is said to be engaged with their fans as well as followers in the world of the internet. (Xiao, Wang & Chan-Olmsted, 2018).
The usage of social media has full-grown effectively in the last period. From the year 2008 to 2018, by studying statistics, it has been observed that the United States Populace with the social media profile has been growing. There is ten per cent to a whopping of the seventy-seven percentage of people in social media. Social media sites, for instance, Facebook and YouTube have held the uppermost number of listed accounts with the Facebook footage nearly 1.86 billion of accounts which is followed by What Sapp as well as YouTube with nearly 1.2 billion and 1 billion of users respectively (Zhang, Moe and Schweidel 2017). With this growing usage of the base on the platform have a tremendous influence on the website on the application in the day to day life. With this continuous content of creation, it has evolved in the world. There is a growing knowledge of these fingertips—anything from this cooking to Gaming crafts are also available and which anyone is looking out. The high volume of these social media users gratified creator has brought about the appearance of specific micro-celebrities (Jung 2017).
It has been observed that since the entrance of the mass media, the personality and the admiration of the persons has been apparent. The influence of these celebrities as well as has been specious. The influence of these celebrities has said to have created an impact on the fashion, beauty as well as the lifestyle among the general public. For instance, Jean Dean’s Popularization of the jeans in the year 1950 in the movie the Rebel without a cause. As the movie had to do with the cultural disillusionment, James was quickly put up with the pair Levi Jeans which has the most legendary images in pop culture. With the emergence of these social media stages like that of Instagram and YouTube, it has got a tendency of being emulated in a much greater extent. However, this is no longer limited to the traditional celebrities, and it is said to have affected by the masses of the influential “micro-celebrities which are seen normally in the everyday people who have said to attend thousands and the millions of people. The ‘micro-celebrities’ are seen as the norm of ordinary people and those who have achieved thousands of followers on social media stages. The individuals are known to be public on the identification, which is based on the elements like that of association, recognition, admiration and aspiration (Jin, Muqaddam and Ryu 2019). The ability of the celebrity to influence the need of the consumer and the desire is seen as appreciated within the realm of marketing. With both the established and the emerging companies one have to bring the attention of the products which is being utilized in this platforms which are said to minimize the cost and are said to draw on the need of the audiences. Two factors which are said to escalate this impact of the technology and the changing social norms.
Technology is said to have changed the way influencers work. Artificial Intelligence has said to advance in the different level altogether. The technology industry is the trillion billion-dollar industry (Noonan 2018). Therefore one cannot forget how technology has gifted the internet and social media. Social media has helped in many businesses in getting famous when the brands have realized that how social media marketing has been used. It has also made way in influencers marketing, which is said to the part of digital marketing.
Influencers are getting benefitted from these technological innovations and improvement. Firstly it is creating the video content. It is quite evident that the stats and the experience larger part of the audiences is interested In watching the content in the video in the blogs and the pictures. This is more attractive, and hence it has provided higher reach as well as the rate of engagement to the brands. Pure Video content applications like Tiktok and Youtube is said to be the highest number of users, and in return, in the investment, it has provided is insane (Barhorst et al. 2019). In the technology, it has helped to share social media as well as video content which has become a reality in every week. Facebook is first to have introduced the live video format, and other platforms have said to join in. The video content has helped the influencer in marketing and in the longer format type, which has provided best wishes for this.
Secondly, Artificial Intelligence has helped to set up the algorithm which is very personalized in the brands where they are said to exactly know about the target as well as their potential consumers of the product (Ayorinde et al. 2019). It is said to have made influencing marketing more effective and specific. Artificial Intelligence has helped in filtering out the social media and has helped in their reach and in the industry in which they were working on. This is as specific as it may have got. Artificial Intelligence, as well as machine learning, have helped in the identification of the need for the interest of the consumer.
Thirdly, it can be said that technology is the generation of more avenues for influencing marketing. The technology is said that the current has in order to develop a certain application or the website which can be used literally. With the technology can be accessible, there came into existence in the social platform, which is turned to be the ideal do for the promotion in social marketing. The plethora which is available to the content marketing in the influencing in the marketing is only limited to Facebook and Instagram (Khamis, Ang and Welling, 2017). Technology has been satisfied with the urgent need for the personalization and for the consumer. The consumer on the internet for the extraction of the brand, which can be the exact specification in the customer wants. Therefore it is being said that technology has changed the way the influencers and social networking have changed (Campbell and Evans, 2018).
Traditional media has been shifting the perception of social norms. One of the prevalent instance of shift has been the perception of social norms. Unlike traditional media, it has been said that social media is decentralized (Lim et al. 2017). Social media have said to lack the centralized source one of the strategies regarding the creation of the dissemination of this content. Media has the power of influencing all the individual to believes, behaviour and attitudes. The tendency of the media for the shift in the media and the social norms have said to move towards more extreme levels, and it has increased the evaluation of the user-generated in the social media. Social media, as it is reflected the centralized the source of this strategy which is regarding the dissemination of the creation of this content. In the context, this is large to the consumer of the million of the weighting in a similar trend towards this extremity (Chae, 2018). Social media is said to have created this new breed of these audiences in order to persuade through this content. It is thorough the profile of the profiles of the influencer, decentralization of this corporate influencing have been discovered. Companies are said to be shifting to the influencers in order to generate content which is to shift it to these social norms. These influencers are getting it to the disproportionate amount of this visibility (Glucksman 2017). As it is perceived, normal influencing is said to be social media content. Marketing is seen as the culprit as the entity of this strategic ideal of these consumers (Lou and Yuan, 2019). Therefore such an insight in order to allow the brand in order to gain visibility through this posting of this extreme content.
From the above discussion, it can be said data Driven is said to have helped to provide instant information. This has affected behaviour and perception, which is beyond the social media impression. The rising popularity of this influencer marketing in this digital ecosystem, which is said to have matured and therefore, it has established seamless, transaction which is creative in the brands of influencing. Not only the technology but the social norm has been having also played an active role in the change.
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