| dc.description.abstract | Influencer marketing has exploded in popularity, particularly in the wake of the COVID-19 outbreak, and numerous businesses have chosen to abandon traditional marketing in favor of influencer marketing. This is logical given the low cost of sponsored Instagram posts for micro-and macro-influencers compared to more standard marketing strategies such as television commercials. Therefore, new, small, and large brands may benefit from investing in influencer marketing rather than traditional advertising.
Companies must understand which influencers to choose for promoting their products and how to guide them in the most effective way possible to generate sales to be successful with this type of marketing.
This paper aims to get some insights into the various aspects that determine the efficacy of influencer marketing in the sports and nutrition business on Instagram and how the reach of a sponsored post compares to that of a non-sponsored one. The influential factors being the search, experience, credence products, and the four dimensions of customer experience. The analysis was carried out using the IBM SPSS program, which compared the data obtained across all six influencers in this study.
The findings reveal the similarities and differences when promoting a search, experience, or credence product, such as how the feed is structured. It also demonstrates what influencers in their dimension of customer experience have in common while promoting a company in their posts, such as the use of similar promotion strategies. According to the analysis, the reach of a sponsored post is generally much higher than that of a non-sponsored one.
This research examines which approaches for influencer marketing on Instagram in the sports and nutrition business are most effective. This paper may benefit companies interested in influencer marketing who want to know which influencer to choose for their business and how to guide the chosen influencer in an efficient way to get the best return on investment. | |