MukeshGarg

Influencer marketing, (also Influence Marketing) is a form of marketing that has emerged from a variety of practices and studies, in which focus is placed on specific key individuals (or types of individual) rather than the target market as a whole. It identifies the individuals that have influence over potential buyers, and orients marketing activities around these influencers. ^[1]
Influencer content may be framed as testimonial advertising where they play the role of a potential buyer themselves, or they may be third parties. These third parties exist either in the supply chain (retailers, manufacturers, etc.) or may be so-called value-added influencers (such as journalists, academics, industry analysts, professional advisers, and so on).^[2]
The first approach to that theory comes from a communication classic, The People´s Choice (Lazarsfeld and Katz), a 1940 study on political communication that was also known as Multistep flow model, that claims that the majority of people are influenced by secondhand information and opinion leaders.

Social influence occurs when one's emotions, opinions, or behaviors are affected by others.^[1] Social influence takes many forms and can be seen in conformity, socialization, peer pressure, obedience, leadership, persuasion, sales and marketing. In 1958, Harvard psychologist, Herbert Kelman identified three broad varieties of social influence.^[2]

1. Compliance is when people appear to agree with others, but actually keep their dissenting opinions private.
2. Identification is when people are influenced by someone who is liked and respected, such as a famous celebrity.
3. Internalization is when people accept a belief or behavior and agree both publicly and privately.

Morton Deutsch and Harold Gerard described two psychological needs that lead humans to conform to the expectations of others. These include our need to be right (informational social influence), and our need to be liked (normative social influence).^[3] Informational influence (or social proof) is an influence to accept information from another as evidence about reality. Informational influence comes into play when people are uncertain, either because stimuli are intrinsically ambiguous or because there is social disagreement. Normative influence is an influence to conform to the positive expectations of others. In terms of Kelman's typology, normative influence leads to public compliance, whereas informational influence leads to private acceptance.^[2]

Digital marketing is an umbrella term for the marketing of products or services using digital technologies, mainly on the internet, but also including mobile phones, display advertising, and any other digital medium.^[1]
The way in which digital marketing has developed since the 1990s and 2000s has changed the way brands and businesses utilize technology and digital marketing for their marketing.^[2] Digital marketing campaigns are becoming more prevalent, as digital platforms are increasingly incorporated into marketing plans,^[3] and as people use digital devices instead of going to physical shops.^[4][5]
Digital marketing activities are search engine optimization (SEO), search engine marketing (SEM), content marketing, influencer marketing, content automation, campaign marketing, and e-commerce marketing, social media marketing, social media optimization, e-mail direct marketing, display advertising, e–books, optical disks and games, and any other form of digital media. It also extends to non-Internet channels that provide digital media, such as mobile phones (SMS and MMS), callback and on-hold mobile ring tones.