Social Media Influencers: Present Scenario and the Road Ahead

Abstract

Social media influencers use to come under the domain of digital content creators and the same is being counted for online following of celebrities and internet personalities. This system is totally commercial i.e. corporates are paying to celebrities for promoting their products and services. To earn this income people are involving their followers on social platforms, obviously this exercise is conducted in the form of advice, inspiration or may be information. Looking at the global spread of this dimension of promotion the researcher has tried to present the current scenario of social media influencers and the road ahead. Study is based on primary data and the researcher has used SPSS Ver. 22.0 as analytical platform; also Focus Group Interviews and ANOVA (One Way) is used to analyze the collected data. The respective sample size of the study was 200 respondents.