Module 2 – CasePROMOTION, INFLUENCERS AND ETHICSAssignment Overview Influencer Marketing Large corporations routinely use celebrity endorsers in advertising and marketing campaigns. Many of these star

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Module 2 – CasePROMOTION, INFLUENCERS AND ETHICSAssignment Overview

Influencer Marketing

Large corporations routinely use celebrity endorsers in advertising and marketing campaigns. Many of these stars make millions from these deals. Their faces and names are found in all forms of advertising and marketing. They often become synonymous with brands they represent.

Let’s talk about influencers – a word added to the dictionary in 2019. Social media ushered in a new era when “Everyperson” can become an influencer. We touched on influencers during this module’s discussions.

Case 2 Resources

Influencer Marketing’s Surprising Rise Of The ‘Everyperson’ (2021)Six Influencer Marketing Trends To Watch In 2021 (2021)What You Need To Know About Working With Nano Influencers (2021)Diversity In Influencer Marketing: Why Your Brand Needs To Get It Right (2020)Impact of Social Media on Consumer Buying Behavior (2020)How influencer marketing will evolve as Gen Z’s sway grows (2021)How Does Social Media Impact Consumer Buying Behavior? (2019)

Case Assignment

Using the module’s readings, other resources, and at least one article published in 2020 or 2021 from Trident Library’s ProQuest Central, a full-text database, write about how influencers have become an important part of marketing.

Influencers: Defined

Explain what influencers do. Talk about the most important information. Cite and reference your sources. (1/2 page)

Buyer Behavior

Next, write about the Buyer Behavior and what businesses must understand to better promote their goods or services. Cite and reference your sources. (1 page)

Influencer Examples

Provide two examples of social media influencers. Deliver an analysis of what each one does to influence followers. It is important to include citations for your research. (1 page)

Making Connections

Based on the research above, assess which steps of the buyer behavior model influencers can affect. Provide rationale. Cite and reference your sources. (1/2 page)

No quotations are permitted in this paper. Each paragraph (except the introduction and conclusion) must contain at least one in-text citation.

Since you are engaging in research, be sure to cite and reference the sources in APA format. NOTE: failure to use research with accompanying citations to support content will result in reduced scoring “Level 2-Developing” on the grading rubric.

This is a professional paper, not a personal one based on feelings. It must be written in the third person; this means words like “I”, “we”, and “you” are not appropriate.

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