Proceedings of the 2nd World Conference on Business, Management, and Economics
Year: 2024
DOI:
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The Effectiveness of Social Media Influencers on Small Business Marketing
Suwaiba Bashiru
ABSTRACT:
This research delves into the effectiveness of leveraging social media influencers as a strategic marketing tool for small businesses. Over recent years, social media platforms have risen as pivotal instruments for marketing endeavours, with influencers exerting considerable influence over consumer behaviours and brand perceptions. Employing a mixed-methods approach, this study amalgamates qualitative interviews with small business proprietors alongside quantitative scrutiny of social media engagement metrics. The qualitative segment delves into the nuanced perspectives and firsthand experiences of small business owners pertaining to influencer marketing, elucidating both the opportunities and hurdles intrinsic to this approach. Concurrently, the quantitative analysis of social media data furnishes empirical substantiation regarding the repercussions of influencer collaborations on various metrics such as brand awareness, customer engagement, and sales conversion for small-scale enterprises. The insights gleaned from this research furnish a comprehensive understanding of the efficacy of social media influencers within the milieu of small business marketing. By amalgamating qualitative narratives with quantitative data, this study not only elucidates the dynamics of influencer marketing but also provides actionable insights that can inform strategic decision-making processes. Such insights are pivotal in optimizing marketing endeavours amidst an evolving digital landscape. This research endeavours to furnish small business owners with the requisite knowledge to navigate the realm of influencer marketing effectively, thereby enhancing their competitive edge and augmenting their marketing endeavours for sustained.
keywords: Digital Marketing, Influencer Marketing, Small Businesses, Social Media, Marketing Effectiveness