Proceedings of the 9th International Conference on Advanced Research in Business, Management and Economics
Year: 2025
DOI:
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The Importance of Identifying the Right Influencers for Your Brand: The Case of Entrepreneurs in Ghana
Beatrice Yeboah Gyimah, Christopher Kwesi Forson, Catherine Bonsu
ABSTRACT:
In today’s digital landscape, influencer marketing has emerged as a powerful strategy for brands seeking to connect with their target audiences. This study explored the essential criteria for selecting influencers who align with a brand’s values, mission, and demographic goals. Entrepreneurs in Ghana can benefit from a systematic approach to influencer identification, focusing on authenticity, engagement rates, and audience demographics. This study employs qualitative methods, including in-depth interviews and focus group discussions with marketing professionals and entrepreneurs in Ghana. Participants share their experiences and insights on successful influencer partnerships, highlighting the characteristics that make influencers effective for brand alignment. Content analysis of social media platforms further aids in identifying trends and patterns in influencer engagement. This research provides actionable insights that can help entrepreneurs make informed decisions, ensuring that their collaborations yield genuine connections and positive outcomes. The findings indicate that authenticity and engagement are crucial factors in influencer selection. Influencers who resonate with a brand’s values tend to foster stronger connections with audiences, leading to increased brand loyalty and visibility. Additionally, the study reveals that micro-influencers often yield higher engagement rates compared to larger influencers, providing a cost-effective alternative for brands. Ultimately, the right influencer can amplify brand awareness and foster loyalty among consumers, making the selection process a crucial aspect of any marketing strategy.
keywords: Authenticity, Demographics, Engagement, Partnerships, Strategy