Genesis Growth Advisors

Billion of people use social media globally, and it has become fast clear that one of the technologies defining our generation. Facebook states to have 2.38 billion monthly active users and 1.56 billion daily active users (Facebook, 2019). With 42.3% of the global population accounted for, the total number of social media users estimated to reach 3.29  billion in 2022 eMarketer, 2018. Given the enormous potential audience accessible who spends many hours a day on social media, it is not surprising that marketing teams of different companies have embraced social media as a marketing tool. One such very popular social media marketing strategy is influencer marketing. Under this type of marketing, "influencers—people with a sizable following on social media platforms—endorse a company's goods or services to their following. From a market worth of $1.7 billion in 2016 to $13.8 billion in 2021, influencer marketing has demonstrated amazing expansion over the previous six years (Maa...

Instagram's foundation is user sharing of pictures and videos for their community. Indeed, on Instagram users join other accounts and vice versa; they are the followers (Billiot, 2015). Instagram engagement results in likes, comments, shares, and save posts of material by followers. Under their posts, users may also include hashtags, which depending on their popularity increases visibility and interaction (ibid). Social network online environments let people communicate and share inside rich interest-based groups. Likelihood, comments, and sharing of their content shapes interactions (Shamsudeen and Ganeshbabu, 2018). Influencer marketing also fits this phenomena. This approach uses largely electronic word-of- mouth and influencers on networks to distribute information and link followers with brands (Pophal, 2016). Instagram is very visual and lets influencers distribute material and interact with their followers; so, influencer marketing is rather common on the platform (Ja soci...

Businesses have to be cautious about selecting the influencers they wish to collaborate with; they should also take into account the effect those influencers would have for the businesses. In their Social Media Influencer Value model, Lou and Yuan (2018) highlighted the influencer credibility as a crucial element determining the persuasiveness in the process of advertising goods, services, or brands. The way users of the social media platforms view them defines their legitimacy. Three elements were shown to affect their credibility: attractiveness (McGuire, 1985); expertise; trustworthiness (Hovland, Janis and Kelley, 1970); An influencer will have more impact on the users of social networks the more these traits he shows. This methodology helps us ascertain whether the followers view the influencers, whether they follow on social media as reputable, and if this credibility is crucial for the firms selecting the influencers to deal with. Paid cooperation's transparency Either thro...

Information search is the second phase of the customer buying process. At this point, the client will look for information using multiple sources—personal, business, public, experimental, and so on (Kotler et al., 2017). Based on the knowledge he acquired in the second step, the buyer would rank the products from best to worst in the third stage, therefore evaluating them. In the fourth stage, Purchase decision, the consumer will choose what product they are most interested in analyzing the behavior of teenage and young adults when they buy a product endorsed by an influencer Client participation Literature offers numerous measures to gauge consumer product participation (Zaichkowsky, 1985; Laurent and Kapferer, 1985; McQuarrie and Munson, 1987; Jain and Srinivasan, 1990). Notwithstanding the several cited research, marketing literature cannot agree in peace about which scale would be more suitable.Interpretivism philosophy forms the philosophical basis of this work since we apply a d...