INFLUENCER MARKETING- A MARKETING TOOL IN THE AGE OF SOCIAL MEDIA

Marketing is just not only to make offered a product to customer rather it has become the art of delivering the experience today. The time has gone where you have to make your individual efforts to advertise your product, now one can use the knowledge of some popular personalities (Influencers) to target the mass customers with the use of social media channels like television, Facebook ,twitter, YouTube etc. where individual reach is not possible. At present, the numbers of internet surfing is increased as compared to past and now a major part of the population is spending their time on the social networking sites. So to be flourishing in the market, role of influencer marketing through social media have increased. The objective of the paper is to throw light on the emerging concept of Influencer Marketing in the today’s competitive era where marketing of a product is a big challenge for the industrial world as hundreds of substitutes are available to target the potential buyers in the market. The researchers reviewed the available literature on the topic from different books and research papers and secondary data is used from online sources.