Unleashing the Potential: How Influencers Drive Digital Content Marketing

Title

Unleashing the Potential: How Influencers Drive Digital Content Marketing

Creator

Raj, Lakshmi; Sankar, Mallika M.

Description

Digital content marketing has revolutionized the marketing landscape, and influencers have emerged as powerful drivers in this realm. Digital content marketing (DCM) is marketing information that is valuable for consumers, which is created, distributed, and managed in a virtual space to engage current and potential consumer bases. An influencer is an individual who influences a broad segment of the target audience. They shape audience attitudes through blogs, tweets, and videos using social media. This demonstrates the power of an individual where an influencer markets the product/services of a particular firm via digital platforms. DCM exhibits the power of the content where the content is marketed via digital platforms. The objective of this study is to explore the impact of influencers on facilitating digital content marketing. This study employs the exploratory research synthesis method to gain insights into the current body of research concerning influencers and digital content marketing. Additionally, a case example is employed to shed light on how influencers play a role in driving digital content marketing. 2025 selection and editorial matter, Subir Bandyopadhyay and Bikramjit Rishi.

Source

Contemporary Issues in Social Media Marketing;pp.35-51

Date

01-01-2025

Publisher

Taylor and Francis

Coverage

Raj L., Christ University, Bengaluru, India; Sankar M.M., Christ University, Bengaluru, India

Rights

Restricted Access; Hardcopy may be available in the library

Relation

ISBN: 978-104029619-6; 978-103253570-8;

Format

online

Language

English

Type

Book chapter

Identifier

https://doi.org/10.4324/9781003412656-3

https://www.scopus.com/pages/publications/105039994002?origin=resultslist