The effect of digital influencers on brands

digital influencers
Influencer marketing involves using influencers to communicate a brand's message to a target segment (Smart Insights 2017). The rise of social media influencers has transformed third-party endorsement into a
dynamic industry (Freberg et al. 2011). Through Facebook, Instagram, Twitter, and Youtube, social media influencers are aptly used to communicate product information and promotional offers to online followers
(Markethub 2016). Typically, social media influencers engage with their followers by regularly updating them with the latest information (Liu et al. 2012).
Endorsements play a crucial role in achieving a business's reputation and goals in marketing. Compared to other marketing strategies (i.e., celebrity endorsement), social media influencers have emerged as potential
endorsers by generating a range of buzzwords, and are considered to be cost-effective and efficient marketing strategies. (Harrison 2017; Patel 2016; Talaverna 2015) 

The positive impact of social media

influncers Ronaldo released his first collaboration with the brand Nike in the form of a football
Recommendation
Nike has seen lots of benefits of taking social media influencers who are athletes to boot in 2010. Since then, the brand has churned out a new design almost once
1. Conduct market research and obtain
promote their brand, and this has proven to be so successful in terms of gathering every four months with Ronaldo. This immediately indicates that he has been a
market information. Analysis and
attention online and attracting a great deal of viewership through various promotion successful influencer for endorsing the brand. The footballer has signed a lifetime
processing of consumer needs and
campaigns online on social media. For example, in 2017 one of their campaigns called deal with the brand in 2016, this indicates his importance to Nike. Ronaldo has selection of suitable influencers.2.
the ‘Breaking2’ project drew a lot of attention using social media influencers such as 487Million followers on social media platforms such as Instagram. With the use of Specific planning for specific products.
world-class runner Eliud Kipchoge who has earned respect across the world for being social media platforms Ronaldo is able to influence a huge number of his followers Make detailed stylistic distinctions for
the greatest Marathoner of all time. In this project, he attempted to run 26.219 miles in simply by just wearing the brand Nike, weather it is in the form of a t-shirt, socks, different products and choose influencers
less than two hours never attempted before in sports history. This would increase the football boots or any other item of clothing.  with special characteristics. Avoid
Nike has over 33 million followers on its Facebook page and the brand tends to "generalization" and "homogenization".
brand’s awareness to the public regarding their activity. Nike also attracted attention
post various amount of both photos and videos to interact with its audience and 3. Communicate with other departments
from this by creating personalized versions of Nike’s racing shoe for the event which Oc
of the company to establish a sound
provided a product that not every other brand can produce, to simply personalize your customers. By using various influencers such as Ronaldo, Roger Federer and
market research department and improve
shoe as you like. This triggered huge amounts of engagement as seen from the graph, Michael Jordan the company can make video content in order to target consumers. it.
and also allows consumers to note that Nike can personalize their products how they Here is an example of the huge amount of engagement Nike receives from its 4. Look beyond the usual data of
want. ​(Nagpal, How Nike uses promotional content that involves celebrity endorsement to create its brand image exposure, clicks, conversions and
Social Media and is winning., 22 March 2022) retention.
5. Look at influencers in many ways and
observe changes in the consumer
market. Choose influencers that are
stable and that consumers are willing to
spend for.
In 1984 Michael Jordan signed with the underwhelming sportswear brand Nike and
developed a new footwear line called Air Jordans. Michael Jordan’s immense fame The negative impact of social media references
helped Nike become one of the most famous brands in the world. 
-The end of 2019 the brand was worth approximately $3 Billion. 
influencers -(Marca/Michael Jordan's net worth
Marca/Michael Jordan's net worth 2021/Acualizado/ 17/10/2019)  1. In advertising communication, if the advertisement does not have a strong shining point to 2021/Acualizado/ 17/10/2019) 
-According to Forbes Jordan footwear was estimated to rack up $100 million in the first back it up, the attention of the advertising audience is easily diverted to the celebrity, resulting -(Forbes/Michael Jordan has made over
year.  in the phenomenon of remembering only the celebrity and ignoring it the product. $1 billion from Nike-the biggest
2. The moral quality of the celebrity becomes questionable and has limited potential for a endorsement bargains in sports/ Kurt
(Forbes/Michael Jordan has made over $1 billion from Nike-the biggest endorsement
sudden change of fortune. The celebrity suddenly becomes a disempowered figure and the Badenhausen/ 03/05/2020) 
bargains in sports/ Kurt Badenhausen/ 03/05/2020)  -(Statista/ His Airness Still King of
products he or she recommends will be implicated. (The possible moral hazard posed can be
-Michael has made roughly $1.3 billion from Nike  Signature Sneakers/ Felix Richter/
hedged by signing an agreement with the endorser that allows the company to suspend the
(Marca/Michael Jordan's net worth 2021/Acualizado/ 17/10/2019)  contract if the endorser's image is tarnished.) 21/04/20) 
-In 1985 if invested $1000 into Nike stock could have purchased 7,142.86 shares of -(Benzinga/If You Invested $1,000 In Nike
Nike, of which those shares would be worth $1,142,143.31 today.  Some negative of Michael’s influence on Nike was the “gambling addiction” as it gave Stock When Air Jordan Shoes Were
(Benzinga/If You Invested $1,000 In Nike Stock When Air Jordan Shoes Were off a negative persona for the brand and also at the time Jordan’s gambling addiction Released, Here's How Much You'd Have
Released, Here's How Much You'd Have Now/ Chris Katje/ 15/09/21)  was getting correlated to his father’s death and he and Nike received negative media Now/ Chris Katje/ 15/09/21)
-Air Jordan is the most popular basketball and other superstars like Kobe Bryant, and unwanted attention. Therefore, in terms of social media, Michael was a poor
Lebron James and Kevin Durant footwear lines are unable to reach the heights of air choice for an influencer because he was constantly being slaughtered in the press for -https://blog.unmetric.com/nike-social-media
most of the activities or actions he was taking. 
Jordans which encapsulates that the kind of influencer has a dominant role on whether https://www.researchgate.net/profile/Lim-Jean-2/
-Michael skipped a trip to the White House to play gamble with a drug dealer 
a brand succeeds -High risk to sign Michael because he was so young and unestablished in the NBA  publication/
330635364_The_Impact_of_Social_Media_Influencer
-Also when Michael retired in 1993 it caused the designers to panic.  s_on_Purchase_Intention_and_the_Mediation_Effect
-He never wanted to go and listen to Nike’s pitch to him about why he should join the _of_Customer_Attitude/links/
brand 5c6a0e1492851c1c9de70d34/The-Impact-of-Social-
Media-Influencers-on-Purchase-Intention-and-the-
(Statista/ His Airness Still King of Signature Sneakers/ Felix Richter/ 21/04/20)
Mediation-Effect-of-Customer-Attitude.pdf