Report on Impact of Social Media influencer on expanding Customer Base and Encouraging Customer Engagement

Background of Impact of Social Media influencer on expanding Customer Base and Encouraging Customer Engagement

The landscape of traditional marketing, as well as communication, has been changed by the considerations of social media. The power dynamics among the customers and their organization have been shifting along with the technology of the social media in recent years and is also offering the abilities to the customers to communicate their opinion independently towards the large audience. It also offers direct feedback for the services, distributors of the products, developers and manufacturers (Farook, 2016). The emerging generations of the consumers are engaged in accompanying the new technology that is growing up along with poses of social media. It also requires threats and opportunities for the numbers of marketers. To engaged and reached with the customers the boundless opportunities required for the providers of the social medial. The said study is particularly conducted to examine the social media effects on the customer’s engagement as well as customer expansion (Alfreðsdóttir, 2018).

The influencers of social media are continuously engaged in offering awareness related to the customer's expansion and engagement. It is considered as one of the most important aspects and perspectives of the users of social media. To promote services and products of the various brand's social media is considered as the new marketing tools. It is also contained on the various emerging communication channel by which the association among the customers and its brands can be shaped easily (Hsu, 2012). The emergence of social media has motivated consumers by changing the dynamics of conventional marketing. Social media influencers are the people that have a higher online status and are capable of influencing customers purchase behaviour of the target audience. Marketing using social media is the foundation of the word of mouth marketing. Due to the ability of the internet the particular shift in power has occurred by which the consumer’s voices can get great leverages. Due to these reasons, communication terms cannot be dictating easily. It can affect the perceptions of the consumers (Fournier, 2011)

Research significance of Impact of Social Media influencer on expanding Customer Base and Encouraging Customer Engagement

The research study significantly contributes to the existing literature review to explores the theories and various aspect related to social media marketing as well as influencers of social media. It also significantly contributes to the customer’s engagements by offering various views related to customer's expansion.  This study also significantly contributes in the knowledge of the students to offers the new and innovative ideas related to the Social Media influencer and it also explains that how the social media influencers can be affected customer base. This study will significantly contribute to the awareness of the brands to know about the influencers marketing importance and it offers ways that can be utilized to raise and highlight the customer's engagement and loyalty.

Scope of the study of Impact of Social Media influencer on expanding Customer Base and Encouraging Customer Engagement

The research will include the study on the role of social media influencers on increasing the customer base and motivating customer engagement. The study will be mainly centred to the social media influencer marketing by evaluating its impact of the degree of loyalty and commitment of the customer with the brand.

Research objectives of Impact of Social Media influencer on expanding Customer Base and Encouraging Customer Engagement

It is considered essential to focus or pay attention to communication management as well as active online participation. In the brand activities, the curiosity would be created that will ultimately have positive impacts for creating a trust for the various brands. There are several objectives if this research but few of these are a highlight in this study. These are;

• To investigates the media type, channel, content and post to encourage customer engagement.

• To examine the various factors by which the customer’s online engagement can be influenced.

• To examine the association between customer engagement and social media influencers

• To identify the relationship between the Social Media influencer and Customer’s expansion

Research Questions of Impact of Social Media influencer on expanding Customer Base and Encouraging Customer Engagement

The research questions are developed to highlight the major and important point of the research study. The most important and major question is; How the use of social media influencers have been the best way to expand the customer base and encourage customer engagement?

• What are the media type, channel, content and post to encourage customer engagement?

• What are the major factors by which the customer’s online engagement can be influenced?

• How the association between customer engagement and social media influencers can be examined?

• What is the relationship between Social Media influencer and Customer’s expansion?

Directions of the Research of Impact of Social Media influencer on expanding Customer Base and Encouraging Customer Engagement

The research study will be contained on major five-chapter the first one is related to the introduction of the research in which the topic will justify with the appropriate background, objectives and research question. The second chapter of the study explores the major themes in which related works of the previous authors include. This section discusses the numerous authors on a particular topic. The third section of the research study is related to the implications and critical reflections. This section will explore who this study will implicate for practice, policy, academic research. Section four of the research explains the research plan in which the materials and methods will be discussed that is adopted to conduct this research study. At the end of the study, it will conclude the major outcomes of the study.

Major Themes (Literature Review) of Impact of Social Media influencer on expanding Customer Base and Encouraging Customer Engagement

This section introduces different major themes, the connection of research questions and how it helps and some evidence that supports the argument. The major theoretical model consists of three regions whereas the first region of social media influencer can be further distributed in two categories such as customer engagement and customer base expansion. The framework work on the particular motive to demonstrate as well as analyze the relationship between the study variables. Our proposed question is to find the impact of social media influencer over different conditions. The working of models depends on dependent and independent variables. Therefore, the present work also considers dependent and independent variables such as social media influencer is the independent variable and the customer expansion and customer engagement can be distinguished as dependent variable (Farook, 2016; Alfreðsdóttir, 2018). 

The in-depth understanding of these variables is necessary before taking further consideration. The social media influencer, in the present condition, can be defined as a process that is particularly developed for a credible place in the industry. The individuals can access a large number of people and even in some cases, they can successfully convince others with higher authenticity. The second consideration is customer base expansion, under the title, it means the group of people who are directly linked with the business and business sell them items, goods and services in the market or individually (Alfreðsdóttir, 2018). The expansion process is mainly spreading of the function or business with an increasing base of a brand that responds to the customer experience. It can be used for the development of services and product. Similar to all the conditions in the major framework, customer engagement also develops a link between the business and services. There are different sources and channels to reach customers. Here, the integration could be a significant response or reaction towards the overall experience of the customer and how they acknowledge the product and service (Marie, 2011). 

Besides the research theories, it is necessary to consider the theme and framework for the research. Considering the research question, there is a number of themes that can address and reflect the research questions. It is important to consider different major themes of considerations and these themes include paradigm shift of social media, development of social media services, the role of influencer marketing, social media influencer and customer engagement, methods to expand the customer base, and future considerations of the social media (Shanebarker. com, 2020).  

In the case of the paradigm shift of social media, it is important to consider the difference between types of social media and services. The paradigm shift of social media can be further categorized as broadcast print radio outdoor services, banners and microsites with email search, and network communities. The traditional marketing methods are sending messages, broadcasting, and message-oriented advertainment. Tradigital marketing is an interactive methodology that supports the technology-dependent services (Hsu, 2012). The social engagement depends on different strategies that are interactive, dialogue, niche, informal and technology-dependent methods. The potential customer attraction schemes are implemented on Facebook, Youtube, Twitter and other sources. Very often companies make huge mistakes by just neglecting the power of social media for the advertisement and other purposes. Social media is particularly driving a new formal communication style (Socialnomics. net, 2020). The best strategic and social media plans are based on the objectives and metrics that can be superseded to a particular social venue. The important seven steps for developing social media services are listed below,

1. Develop a cross-functional team

2. Set the objectives and target

3. Identify competitors and audience 

4. Identify the potential audience 

5. Select success metrics

6. Highlight the major services 

7. Develop proper channel plan

Influencer marketing involves different types of collaboration with the relevant and popular influencers that work to increase and promote brand awareness and increase revenues. They can be perceived as some experts that work on the recommendations and they can be followed by the target audience. Social media is a speedy and cost-effective marketing program that engage customers through social media (Customerthink.com, 2018). The marketing brand can be further realized to reach the maximum outcomes. The use of social media presence is to engage the audience with the business and brand. There are different methods to expand the customer base such as by using common business model, development of customer database, an association of clients with the services, sharing the information, keep consistency, capture leads, selection of sources of social media, and use of blogs. The future of influencers is bright as researchers identified that 63% of the marketers are intended to increase their influencers (Baer, 2020).

Critical Reflection (25%) (Literature Review part 2) 

The study significantly contributes implied in the literature by analyzing and evaluating the customer’s engagements impacts and effects in the particular context of social media marketing. It also can easily extend understandings for the importance and significance of the social media marketing along with engagement of the customers. In the aspect of the practice, this study will be essentially implied in the practices of the brands to offers awareness for their particular products. Social media influencers are considered as the one most important and good source to offer the awareness program for the various products. The brand page administration can be encouraged by the findings of the study and the policymakers can use it offering the various new and innovative policies to encouraging the customers. 

There can be various challenges for the numbers of customers due to the excerpting and rejection of the products. There are the numbers of the customers who considered that social media influencers are fake participants of the brands and companies and they can be crucial for them. Customers are not satisfied with the practices of social media influencers. So it can be said that they are an all-time good source encouraging the customers

Conclusion of Impact of Social Media influencer on expanding Customer Base and Encouraging Customer Engagement

With the development of technology, most of the business-related processes are becoming dependent on the use of technology. one of these major processes is the marketing and methods to engage the customers with the services. The research worked on the impact of social media influencers on increasing customer engagement and expanding the customer base. The research identified the significance of using different strategies to boost the contribution of social media in customer engagement. The research identified media types such as channels, contents, and customer engagements. The other considerations were to measure different factors, an association of customer engagement, and the relationship between customer engagement and expansion by using social media services. The research address different questions with possible solutions and alternatives. The research analysis explores and implicates for academic research, policy, and practice. for the social media influencer, seven common themes were considered such as paradigm shift of social media, development of social media services, the role of influencer marketing, social media influencer and customer engagement, methods to expand the customer base, and future considerations of the social media. The research concludes that influencer marketing is getting more acceptance over the past few years. this shows that in the coming future of influencer marketing is ripe with great opportunities for the business to use social media advertisement.

References of Impact of Social Media influencer on expanding Customer Base and Encouraging Customer Engagement

Alfreðsdóttir, V. V. (2018). Social media use and impact on customer engagement. Insights from Prosthetic Users (Doctoral dissertation). 

Baer, J. (2020). How to Create a Winning Social Media Strategy in 7 Simple Steps. Retrieved from www.convinceandconvert.com: https://www.convinceandconvert.com/social-media-marketing/social-media-strategy/

Customerthink.com. (2018). How To Increase Your Customer Base Using Social Media & Blogging? Retrieved from customerthink.com: https://customerthink.com/how-to-increase-your-customer-base-using-social-media-blogging/

Farook, F. S. (2016). Influence of social media marketing on customer engagement... International Journal of Business and Management Invention, 5(12), 115-125.

Fournier, S. a. (2011). The uninvited brand‖, Business Horizons. IBM, Vol.54 No.3, pp.193-207.

Hsu, Y. (2012). Facebook as international eMarketing strategy of Taiwan Hotels‖, International Journal of hospitality management, Vol.31 No.3, pp.39-47.

Marie. (2011). If social media is a paradigm shift, how far have you shifted? Retrieved from www.smartinsights.com: https://www.smartinsights.com/digital-marketing-strategy/customer-acquisition-strategy/if-social-media-is-a-paradigm-shift-how-far-have-you-shifted/

Shanebarker. com. (2020). The Future of Influencer Marketing: 5 Predictions You Need to Know (Updated May 2020). Retrieved from shanebarker.com: https://shanebarker.com/blog/future-of-influencer-marketing/

Socialnomics. net. (2020). The Role of Social Media in Customer Engagement. Retrieved from socialnomics.net: https://socialnomics.net/2017/07/14/the-role-of-social-media-in-customer-engagement/