In this week's lesson, we delved into the significance of influencers in marketing and the legal complexities and risks associated with collaborating with them. Additionally, we explored effective strategies for selecting suitable influencers to endorse a product or service. This content has enlightened me on the pivotal role influencers can play in expanding community reach and attracting greater attention when establishing and nurturing one's own community (Yuan, S., & Lou, C. ,2020). Personally, I firmly believe that partnering with influencers is an efficacious approach to outreach, particularly in today's era of social media where their impact can swiftly disseminate messages and captivate new followers. I have also observed a growing trend among brands and individuals I follow who are engaging influencers to promote products or services through endorsements or publicity campaigns; for instance, videos or pictures featuring celebrities as a means to entice others (De Veirman, M., Cauberghe, V., & Hudders, L. ,2017).
Regarding my recent contribution of hand-drawn recipes to the community, it appears that the response did not meet expectations. It could be attributed to either unappealing cuisine selections or viewers' inclination towards visually captivating video content. However, there were some positive feedback received along with two new members joining our community. This indicates that despite certain content not gaining popularity, there are still newcomers expressing interest in our community—a promising sign.
Moving forward, I will strive to diversify my posts by incorporating various types of content tailored to cater different members' preferences while simultaneously considering collaborations with influencers as a means to amplify our community's influence and attract more attention (Stansberry, K. ,2015).
Reference:
1.De Veirman, M., Cauberghe, V., & Hudders, L. (2017). Marketing through Instagram influencers: the impact of number of followers and product divergence on brand attitude. International journal of advertising, 36(5), 798-828.
2.Stansberry, K. (2015). Identifying and engaging online influencers through the social web. PRism, 12(1), 1-19.
3.Yuan, S., & Lou, C. (2020). How social media influencers foster relationships with followers: The roles of source credibility and fairness in parasocial relationship and product interest. Journal of Interactive Advertising, 20(2), 133-147.
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