Influencing the Influencers Through Co-Creation

Abstract

In today's technology-driven landscape, the internet and social media have seamlessly woven themselves into the fabric of both brands and consumers' lives. Among the arsenal of modern marketing strategies, influencer marketing has emerged as a formidable force. It bestows organisations the privilege of accessing extensive and dedicated online influencers and co-creation as a technique, making it one of the most potent tools in their marketing toolkit. This chapter focuses on the intricate art of how brands strategically harness the power of social media platforms and influencers to extend their reach far and wide, aiming to connect with as many consumers as possible. By forging these connections, brands aspire to cultivate a devoted and unwavering fan base, fostering long-term customer loyalty.