Influencer Marketing: A Subset of Emotional Marketing

Abstract

The study has been conducted to have a conceptual understanding of influencer marketing along with the emotional marketing. Emotional marketing has been understood as a subset of in fluencies marketing as the consumers develop an emotional connect with the influencers. Some of the types of influencers like nano influencers, micro influencers, celebrities, etc have been discussed to understand the kind of emotional connection the consumer an develop with the influencer. Different strategies that the influencers use to manipulate the purchase attitude and intention of the consumers like authenticity, storytelling, engagement, interaction etc help the influencers in establishing an emotional connect with the consumer. To understand the impact of influencer marketing on the consumers, methods like conversion rate, surveys and questionnaires, content analysis, etc. are used. These methods help to quantify the impact on consumers based on the purchases. The evolution of marketing in the future based on the usage of AI has been discussed and the power of influencer marketing in the future has been discussed and analyzed.