A Relationship Marketing Strategy in Brand Communication: Influencer Marketing Strategy

A Relationship Marketing Strategy in Brand Communication: Influencer Marketing Strategy

Bülent Özsaçmacı (Çankaya University, Turkey) and Tolga Dursun (Abant İzzet Baysal Üniversitesi, Turkey)
Copyright: © 2020 |Pages: 29
DOI: 10.4018/978-1-7998-1618-8.ch003

Abstract

Influencer marketing increases brand awareness by generating appropriate content to attract the attention of consumers in a virtual environment in accordance with the brand texture. This chapter explores research to determine importance of influencer marketing in the brand communication area, which is based on relationship marketing. Authors mainly focus on influencer marketing and its connection with relationship marketing. They describe the constituent parts of the topics and illustrate them with the case studies and statistical facts. The authors strongly claim influencer marketing shares similar variables with relationship marketing and their basic keywords are related.
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Background

The digital age has produced an impressive set of new customer relationship-building tools, from Web sites, online ads and videos, mobile ads and apps, and blogs to online communities and the major social media, such as Twitter, Facebook, YouTube, Instagram, and Pinterest. The old marketing involved marketing brands to consumers. The new marketing is customer-engagement marketing fostering direct and continuous customer involvement in shaping brand conversations, experiences, and community (Kotler, et al., 2017).

Technological innovations and cultural changes have a significant impact on the emergence of viral marketing. The word-of-mouth marketing (WOMM), is a marketing communication channel that is frequently preferred in traditional marketing periods, has influenced purchasing decisions before consumers purchase products, and shared experiences about the product has led to growth among consumers. People found this way quite reliable and started to do research without making a purchase decision.

It is important to point out that the transition from modern to postmodern approach is also effective in the emergence of these developments in the field of marketing and communication. Odabaşı (2017:67), while making the distinction between postmodern producer and consumer, he expresses postmodern producer; the image is presented as a product and the product is defined as a way of life or hope. On the other hand, the postmodern consumer defines as; daily pursuit of happiness, improved self-sense, hedonistic direction came forward, instant satisfaction and consumption instead of content as an individual who expressed emphasis on the form.

When the marketing literature is examined, it is possible to say that the determinants of consumer relations are based on the 1980s. The researchers (Berry, 1983; Magrath, 1986) argued that relationship marketing concept is needed to attract and retain customers more than the traditional marketing mix efforts. Magrath (1986) mentioned that building trust with prospective customer is vital when transforming them into a loyal customer. Morgan & Hunt (1994) also based their commitment and trust theory to relationship marketing concept and referred as the focal point to effectively reach the customer.

Key Terms in this Chapter

Brand Communication: Using several marketing efforts such as, advertisements, launches and promotions to create and promote a brand image over the target group.

Influencer Marketing: A business strategy through a person who has a certain strength and popularity that influences or changes people's purchasing behavior through social media channels.

Relationship Marketing: A strategy that provides company to establish long-term interactive relationships with its target audience. Company continuously desires to generate value for the customers.

Marketing Strategy: Business’s overall marketing goals and objectives which designed to reach customers with goods & services for satisfying their needs & wants.

Referral Marketing: A business strategy which also known as, Word-of-Mouth marketing or Viral marketing. A product or service related message, images or videos are transmitted to other consumers verbally or virally through consumers.

Partner Marketing: A business strategy that collaborates two or more parties (e.g. distributors, resellers, agencies) to develop long term relations for communicating the value of the company’s goods and services.

Employee Advocacy: Employees to add value to a brand with their own online assets. In other words, it is the brand's advocacy for employees by using digital tools.

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