Resumen de The growing importance of influencer marketing as a new tool for promotion on social media

Aichouche Abdou, Fatima Zohra Mahdid, Rachid Khodri

• Objective: This article aims to present a new topic in marketing literature which influencer marketing, and demonstrate the importance of influencer marketing as a new strategy for promotion through social media.

    Theoretical Framework: Influencer marketing is a dynamic and rapidly evolving strategy that leverages the reach and credibility of social media influencers to promote brands, products, or services. By collaborating with individuals who have established a strong following and trust within niche communities, businesses can achieve authentic engagement and effectively target their desired audience.

    Method: The design of the study is descriptive and analytical, Data of this study were collected from official websites by analyzing the latest statistics data to adjust the results and presenting the most important recent statistics on the use of influencers by organizations around the world to build brand awareness and strengthen their online image quickly and at minimal cost.

    Results: The study found several results to increase the reliance of organizations on them to promote their products, as reflected by the huge amounts of money spent by these organizations to choose the right personalities and employ them effectively, as a result, influencer marketing has become an effective way to promote brands in a more realistic and authentic way, away from traditional advertising methods, which helps build a deeper relationship with the target audience.