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What is Influencer Marketing

Chapter 5
Leveraging ChatGPT and Artificial Intelligence for Effective Customer Engagement
Collaborating with individuals who have a strong online presence or following to promote products or services to their audience.
Published in Chapter:
ChatGPT and Its Role in Revolutionizing Digital Marketing and Enhancing Customer Engagement
Nour El Hoda Tarabah (Ibn Haldun University, Turkey) and Mohamed El Said Amin (Weill Cornell Medical College in Qatar, Turkey)
Copyright: © 2024 |Pages: 24
DOI: 10.4018/979-8-3693-0815-8.ch005
Abstract
In the digital era, businesses strive to harness various advancements in the tech field to attain heightened levels of customer engagement and ensure the effectiveness of their marketing strategies. For instance, digital marketing has the capacity to utilize AI advancements to a significant extent. In particular, nowadays, digital marketers are leveraging a recent large language-model-based chatbot called “ChatGPT,” which enables users to engage in human-like conversations and has unprecedented opportunities to reshape and revolutionize the ecosystem of digital marketing and customer engagement. In this regard, this chapter underscores the transformative potential of ChatGPT in the domain of digital marketing and its profound implications for augmenting customer engagement by reviewing and synthesizing existing literature. Moreover, it considers the ethical implications surrounding AI deployment. By synthesizing existing literature, this chapter provides a comprehensive overview of the current state of knowledge in this domain, guiding future research and practice.
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More Results
Chapter 7
The Youth's Way of Personal Branding as Bookstagrammers
Influencer marketing is a marketing communication strategy in which a firm selects and incentivizes specific online influencers to engage their followers on social media to promote the firm’s products and services.
Published in Chapter: The Youth's Way of Personal Branding as Bookstagrammers; From: Contemporary Approaches of Digital Marketing and the Role of Machine Intelligence
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Chapter 4
The Potential of Influencer Marketing in the Emerging Metaverse
A marketing strategy that involves collaborating with social media influencers, individuals who have a large and engaged following on social media platforms, to promote a product or service. Influencer marketing leverages the influencer's credibility and reach to reach new audiences and increase brand awareness.
Published in Chapter: The Potential of Influencer Marketing in the Emerging Metaverse; From: Influencer Marketing Applications Within the Metaverse
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Chapter 12
The Rise of Virtual Influencers in the Metaverse: A New Era of Customer Engagement
This is a form of marketing that involves collaboration with individuals who have a large number of followers on social media platforms and can use their power to promote products or services.
Published in Chapter: The Rise of Virtual Influencers in the Metaverse: A New Era of Customer Engagement; From: Connecting With Consumers Through Effective Personalization and Programmatic Advertising
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Chapter 7
Examining the Effects of Blogger Type (Influencers vs. Celebrities) and Post Format in Instagram Marketing
A win-win strategy where the influencer obtains a financial gain by placing a product in his/her post and company gets a chance to convince the audience more easily.
Published in Chapter: Examining the Effects of Blogger Type (Influencers vs. Celebrities) and Post Format in Instagram Marketing; From: Handbook of Research on New Media Applications in Public Relations and Advertising
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Chapter 3
A Relationship Marketing Strategy in Brand Communication: Influencer Marketing Strategy
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.
Published in Chapter: A Relationship Marketing Strategy in Brand Communication: Influencer Marketing Strategy; From: Impacts of Online Advertising on Business Performance
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Chapter 5
“New Normal” Strategic Communication
Third party endorsers who have the ability to affect the attitudes and behavior of others on social media.
Published in Chapter: “New Normal” Strategic Communication; From: Business Management and Communication Perspectives in Industry 4.0
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Chapter 11
Influence Amplified: Leveraging the Power of Influencer Marketing in the Digital Age
Influencer marketing is a marketing strategy that involves collaborating with influencers to promote products, services, or brands to their followers. It leverages the influencer's credibility and trust to authentically connect with a target audience and often involves sponsored content or partnerships.
Published in Chapter: Influence Amplified: Leveraging the Power of Influencer Marketing in the Digital Age; From: Contemporary Trends in Innovative Marketing Strategies
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Chapter 1
Smart Technology For Addressing Pandemic Disruption: Impact of Social Media Influencers on Brand Awareness During the Pandemic
Influencer marketing is a form of social media marketing involving endorsements and product placement from influencers, people and organizations who have a purported expert level of knowledge or social influence in their field
Published in Chapter: Smart Technology For Addressing Pandemic Disruption: Impact of Social Media Influencers on Brand Awareness During the Pandemic; From: Using Information Technology Advancements to Adapt to Global Pandemics
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Chapter 14
Bookstagrammers vs. BookTubers: A Comparative Study on Readers' Preferred Social Media Book Influencer
Influencer marketing is a marketing communication strategy in which a firm selects and incentivizes specific online influencers to engage their followers on social media to promote the firm’s products and services
Published in Chapter: Bookstagrammers vs. BookTubers: A Comparative Study on Readers' Preferred Social Media Book Influencer; From: Marketing Innovation Strategies and Consumer Behavior
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Chapter 3
Metaverse Ecosystem and Consumer Society 5.0: Consumer Experience and Influencer Marketing in Phygital Transformation
In contemporary times, it has become a fashionable way of Marketing. It mainly involves the most vulnerable public, the youth. It is considered that it is important to think carefully about the tactics in the implementation of ethical paths. With the advent of the metaverse, digital humans are created to influence brand audiences to purchase more products or services. It is noteworthy that there are few influencers for the 50+ public, as well as representing the diversity of the population.
Published in Chapter: Metaverse Ecosystem and Consumer Society 5.0: Consumer Experience and Influencer Marketing in Phygital Transformation; From: Influencer Marketing Applications Within the Metaverse
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Chapter 13
Changing Consumer Buyer Decision Process in the Context of Instamoms
It is a new marketing strategy for popular social-media users and brands to collaborate to promote brands' products or services.
Published in Chapter: Changing Consumer Buyer Decision Process in the Context of Instamoms; From: Using Influencer Marketing as a Digital Business Strategy
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Chapter 1
The Power of Influence: Unleashing the Potential of Influencer Marketing
Influencer marketing is a form of marketing that enables businesses to collaborate with individuals (who are popular on social media) who have a significant and engaged following to promote a brand, product or service to their audience.
Published in Chapter: The Power of Influence: Unleashing the Potential of Influencer Marketing; From: Using Influencer Marketing as a Digital Business Strategy
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Chapter 10
Power of Social Media Influencer Credibility on the Influence of Brand Attitude
It is one of the strategy of social media marketing that does endorsements and product mentioning on their social media platform and are viewed as experts within their niche.
Published in Chapter: Power of Social Media Influencer Credibility on the Influence of Brand Attitude; From: Influencer Marketing Applications Within the Metaverse
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Chapter 9
Influencer Marketing in the Digital Ecosystem
The concept of influencer marketing is a strategic aspect that encompasses the influence that digital influencers have on potential customers of a brand.
Published in Chapter: Influencer Marketing in the Digital Ecosystem; From: Influencer Marketing Applications Within the Metaverse
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Chapter 1
The Influence of Social Media on Food Choices: A Bibliometric Approach
a kind of social media marketing that is done by influencers who have a social impact.
Published in Chapter: The Influence of Social Media on Food Choices: A Bibliometric Approach; From: Influences of Social Media on Consumer Decision-Making Processes in the Food and Grocery Industry
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Chapter 16
When AI Meets Influence: Exploring the Integration of ChatGPT and Influencer Marketing
This is one of the strategy of social media marketing that does endorsements and product mentioning on their social media platform and are viewed as experts within their niche.
Published in Chapter: When AI Meets Influence: Exploring the Integration of ChatGPT and Influencer Marketing; From: Leveraging ChatGPT and Artificial Intelligence for Effective Customer Engagement
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Chapter 16
Using Social Media and Digital Marketing Tools and Techniques for Developing Brand Equity With Connected Consumers
Is a process of using key brand advocates to drive a brand message to the larger market in an organic way, the brand advocates are the people with large social followings who have sway over your target audience.
Published in Chapter: Using Social Media and Digital Marketing Tools and Techniques for Developing Brand Equity With Connected Consumers; From: Handbook of Research on Innovations in Technology and Marketing for the Connected Consumer
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Chapter 5
New Marketing Approaches and Consumer Trends in Line With Technological Developments
It refers to the use of influencer marketing by businesses, brands and companies to market their products, services and promotional content through social media channels through social media influencers on the internet.
Published in Chapter: New Marketing Approaches and Consumer Trends in Line With Technological Developments; From: Navigating the Shifting Landscape of Consumer Behavior
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Chapter 10
Marketing Trends in the Cryptocurrency Industry
A marketing strategy that leverages the reach and credibility of influential individuals, usually on social media, to promote a product, service, or brand to their followers, in order to increase awareness and drive sales.
Published in Chapter: Marketing Trends in the Cryptocurrency Industry; From: Mainstreaming Cryptocurrency and the Future of Digital Finance
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Chapter 16
Consumption in the Digital Age: A Research on Social Media Influencers
It refers to a marketing system of introducing and transmitting experiences or opinions about a product or a brand to the followers of the influencer through social media tools.
Published in Chapter: Consumption in the Digital Age: A Research on Social Media Influencers; From: Handbook of Research on Consumption, Media, and Popular Culture in the Global Age
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Chapter 2
Use of Influencers in Different Sectors of the Economy
In this marketing strategy, companies collaborate with a influencer having varied number of followers. Here companies co-create content with influencer for communication with his followers for promotion of a product or services.
Published in Chapter: Use of Influencers in Different Sectors of the Economy; From: Using Influencer Marketing as a Digital Business Strategy
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