How Influencer Marketing Affects Brand Loyalty | Pratents

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How Influencer Marketing Affects Brand Loyalty | Pratents

Purchase decisions are made every day by consumers, and how the decision is made, has been explained as a long ongoing process known as the purchase decision process. The growing popularity of social media networks has also affected the purchasing decision of consumers. Given that it is proven that consumers rely more on recommendations from their friends and family enlarged this effect.


Affects Brand Loyalty




Influencer marketing is a marketing strategy through which brands collaborate with influencers and influential bloggers to promote their products/services and engage with the target audience. Social media platforms such as Instagram, Facebook and YouTube offer brands and influencers various opportunities to use their creativity and engage with their fellow netizens.

Additionally, social media platforms offer a space for many brands to create brand loyalty through their posts and content for their loyal users and consumers. There are certain brands on focus more on customer acquisition but the true key to success is brand loyalty.

This article’s focal point is to highlight how influencer marketing affects the brand loyalty of the users of certain brands. The idea is to point out factors that help in determining what creates brand loyalty for the users and how influencers help in creating that sort of loyalty for the users.

Affects Brand Loyalty

Consumer Behaviour and its role in Brand Loyalty

Consumer brand loyalty:- Brand loyalty can be defined as keeping preferable to a specific good or service. Various factors are closely related to loyalty such as customer satisfaction, switching costs, brand trust, relationship proneness, perceived value, involvement, etc. However, the main factor that plays an imperative role in brand loyalty is the experience of use.

Brand engagement:- Brand engagement is an integral part of brand loyalty as it is the creation of experiences that allows brands to build deeper and loyal relationships with their customers. Engagement is viewed as a two-way interaction between the consumer and the brand. It plays a huge role in determining the kind of relationship that is created between the consumer and brand.
 
Repurchase intention:- If consumers identify themselves with the brand and portray a positive attitude, it creates an intention to repurchase from the same brand again. Repurchase intention also helps to determine future demands and behaviour of the consumer.


Influencer marketing’s impact on brand loyalty

Referral program:- People tend to trust recommendations from friends, family, and influential people. Leveraging influencers is a great way to boost your loyalty programs. Collaborating with influencers and offering discount codes to their followers can result in gaining thousands of new customers. In return, the brands also receive feedback for their products from influencers who are advocating their products.

Quality-filled content:- Influencers tend to create quality-filled content and create posts highlighting the USPs of the brand’s products. This opportunity enables the brand to gather content by collaborating with influential people and harness their creativity to promote their products. Some influencers often come up with better ideas to promote a product by highlighting its features and benefits that the brand may not be able to creatively highlight. 
 
Cross-marketing activities:- Numerous brands conduct cross-marketing activities with influencers. This allows the brand to leverage the dedicated fanbase of the influencers and gain engagement from their audience. Similarly, the influencers also end up benefiting from the brand’s audience. Moreover, an influencer’s content about certain products can help foster customer loyalty in the future. 
 
Transparency:- Most influencers hold a transparent relationship with their followers, which results in underlying trust and loyalty between them. Hence, the followers tend to trust their recommendations and judgements on certain products. Influencers can successfully drive traffic to the brand’s website if they have loyal followers, and increase social media exposure, as well as, sell the product through their story about the experience of consuming the product.


Influencer marketing in different industries


Food bloggers:- This is the most popular kind of influencer activity where influencers focus on the gastronomy industry. Food bloggers are one of the most trusted influencers as they give reviews on different restaurants and cafes, describing their experience, listing their most and least favourite dishes, and showcasing the food they consume. Their followers trust their suggestions and this leads to WOM marketing as they start recommending these restaurants to others. 

Fashion bloggers:- Fashion bloggers are the most common type of influencers. They market mass brands, underrated brands and some brands that have a niche collection. Some talented and creative influencers also end up styling the garments they purchase, creating unique content that will benefit their followers. With the ongoing trend, influencers have started focusing a lot on sustainable fashion, recycling and upcycling garments to make them more sustainable. 
 
Lifestyle and life coach influencers:- These kinds of influencers focus mainly on building a positive lifestyle and incorporating positive habits in their lives to live a more fulfilling life. They post informative content as to how their followers can follow similar lifestyle habits and pass on their knowledge to spread awareness and positivity. Lifestyle influencers also share tips and tricks as to how people can make their lives better by adopting a positive mindset. 
 
Miscellaneous:-Some bloggers and influencers treat social media platforms as an open playground. They try to master all areas of different topics that they can create content on. These can vary from food and fashion related content to something more political and diplomatic. Certain influencers create content on how to wear a dress in different ways, while also discussing climate change and global warming. With access to the internet and all sorts of information, certain influencers are also focusing on spreading death literacy to create a more positive approach towards death and afterlife. They discuss topics such as pre-planning funerals, transportation methods such as dead body transport by train or air, philosophies on after-life, etc. This is a great way to educate people all around the people through social media platforms. 


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