The Role of Instagram, YouTube, and Facebook Reels in Digital Brand Communication
Abstract
Influencer marketing is an effective digital marketing strategy that has become a leading form of digital marketing. It involves utilizing the influence of social media content creators to affect consumer behavior and purchasing decisions. The popularity of video-based social media platforms like Instagram, YouTube, and Facebook Reels has increased significantly, prompting brands to use influencers for effective and authentic marketing communications. This paper seeks to explore the concept of influencer marketing based on its impact on consumer engagement, trust, and persuasion, with particular emphasis on how different platform-specific factors affect its overall effectiveness. The study is based on various theories and literature on marketing, communication, and consumer behavior, integrating various findings to explain how influencer credibility, content, and para-social interaction impact consumer behavior. A conceptual model is proposed based on how influencer characteristics impact consumer trust, engagement, and purchase intention.
Authors
Ridhi Khanna, Sonu Kumar, Sneha Singh, Riya Shah
Institution
NIET Business School, Greater Noida, India
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