What Small Businesses Should Know About Influencer Selection

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This research was conducted to explain and understand how packaging practices brand voice to develop SMEs and local brands to attract consumer interest. The method in this study uses a qualitative descriptive approach, namely a focused method, involving interpretation and a natural approach to the subject matter. The social settings in the research conducted are micro influencers who contribute to the development of local brands and SMEs and have  carried out brand voice in promotional media. Determination of informants using purposive sampling technique. The theory applied in this study is the Advertising Management Strategy Theory which is reviewed by 2 models  Model and Securities Hierarchy Model) and supported by Brand Voice Theory which acts as a bridge in this research process. The results  of this study are that the development of small businesses in product promotion involves many strategies, one of which is the use of micro influencers. These people have follower...
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Influencer Marketing Tips for Small Business Owners

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Collaborating with influential persons on social media platforms in order to promote products and services to their loyal and active followers is an example of what is known as "influencer marketing." The capacity of influencer marketing to tap into niche markets, develop trust and authenticity, and give costeffective advertising options are all factors that contribute to the 

impact that it has on the expansion of small businesses. Influencer marketing is particularly effective at creating authenticity and trust in addition to its ability to target certain niche markets. Because followers view influencers as credible authorities, the recommendations that influencers make carry a significant amount of weight. When a well-known person 

promotes a good or service, it has the potential to have a significant impact on customer behaviour, which in turn drives purchasing decisions and loyalty to brands. Small businesses can capitalise on the trust and rapport they already have developed with their target audience by forming strategic partnerships with trustworthy influencers. This linkage strengthens the 

groundwork for developing long-term 

relationships with customers by improving their perception of the brand's authenticity and offering a solid platform on which to create those ties. The authenticity and one-on-one interaction that characterise influencer marketing provide a welcome departure from the conventional methods of marketing, which are coming under increased scrutiny from 

consumers. Moreover, influencer marketing offers small businesses a cost-effective avenue for advertising and promotion. Traditional advertising channels, such as television or print media, can be prohibitively expensive. This cost-effective approach allows small businesses to compete with larger competitors inResearch takes into account a monopolistic corporation 

that sells two comparable goods to a stream of sequentially arriving customers who may be influenced by past purchases. The authors suggest three ways the company can better manage or make use of social influence. Consumers can be recruited as influencers through promotions, and the company can benefit from enhanced substitutability and lower 

costs by narrowing its product offering 

prior to the realisation of demand. (Hu et. al., 2014). Another article investigated the attitudes of marketing professionals towards Instagram influencer marketing initiatives and digital influencers. It used a qualitative methodology that included semistructured conversations with beauty industry professionals and a non-probabilistic convenience sampling of participants. The results highlighted the value of online influencers and the need for their legitimacy, 

authenticity, and creative freedom. This study's main advantage is that it details every step of the influencer marketing process while exposing the challenges and winning components of an influencer campaign. (Santiago & Castelo, 2020). An article demonstrates how a psychological process called congruence might help influencer marketing initiatives succeed. 

marketing is a new type of persuasive communication. When influencerconsumer congruence is fixed and high, the study, which enrolled 372 followers of a well-known fashion influencer, found that high (or low) influencer-product congruence results in high (or low) consumerproduct congruence. The best results from influencer marketing initiatives are 

obtained when the consumer and the product

have a high degree of congruence. This results in more positive attitudes and better purchase and recommendation intentions. (Belanche et. al., 2021). In another piece of research, a framework for understanding the connections between marketing capabilities, marketing strategy, and marketing implementation is designed and tested. According to a self-

administered survey of 296 small businesses in Kenya, the effectiveness of marketing plan deployment improves the impact of marketing competency on the market performance and economic success of small enterprises. This could aid managers in putting a marketing plan into action to boost performance for small businesses. (Lagat & Frankwick, 2017). A paper 

offers a thorough knowledge of how parasocial relationships and opinion leadership impact the purchasing intentions of followers. The complementing effects of thought leadership and parasocial ties in influencer marketing are confirmed by empirical findings from 409 online followers of two Instagram accounts. These effects are controlled by post features, with 

Conclusion

storytelling posts enhancing both effects. The influence of a parasocial relationship is increased through correspondent inference, but the impact of opinion leadership is unaffected. By underscoring the importance of the social element of influencer marketing, these studies advance knowledge of and practise of influencer marketing. (Farivar et. al.,  In another article, the authors used a study they carried out in Ho Chi Minh City to look into the 

potential of social media influencer marketing. They found that influencers enjoy an excellent degree of customer trust and that four characteristics—consumer involvement, product relevance, content quality, and influencer trust—significantly influenced consumers' purchase intentions. (Nam & Dân, 2018). A paper presents the findings of a secondary research study on the strategic marketing planning of SMEs in South Africa. It was shown that SMEs with 

greater performance levels are more familiar with strategic planning tools, compete with value-added products, and have positive buyer-seller relationships. The results imply that broad, small business marketing principles help SMEs succeed. (Scheers & Makhitha, 2016). Another piece of research sheds light on how people who work in advertising firms view and experience influencer marketing. The results show that the billion-dollar influencer advertising 

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