A.5 The evolution of the digital age and the escalation of social networking sites brought noteworthy modifications to the consumer behavior. This conversion has led to an increasing number of opportunities and challenges.
Physical and temporal barricades of communication have been eliminated in social media, giving the chance for any consumer to assume the role of protagonist in the content creation and sharing. Therefore, with the digitally evolved environment, opinion leaders began to have an international and unlimited targeted audience of social media handlers.
Now, we see a new form of exchange where brands seek and attain buyer attention by creating appealing, intriguing, trending and entertaining content. And this is where digital marketing’s true potential is unlocked: when shoppers are willing, active participants within the marketing scheme.
The opportunity of connecting with other users and sharing information and opinions about products and brands has made social networking sites-- an effective mean for electronic word of mouth (eWOM), which has considerably transformed consumers’ purchasing behaviour. In a way to communicate more effectively with its consumers and to strengthen relationships with them, a marketer makes use of best advertising tool; that is influencer marketing camapigns on key social media platforms like Facebook, YouTube, Instagram, LinkedIn, Twitch, Snapchat and Twitter. The endorsements help companies develop and cultivate decent reputations and are, in all cases, measured cost-efficient and effective.