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What is Navigating Trends

Chapter 1
New Trends in Marketing and Consumer Science
The process of understanding and adapting to current and emerging trends. Influencer marketing can leverage trends to reach a wider audience and resonate with their interests.
Published in Chapter:
Influencer Marketing in Navigating Trends and Ethical Considerations
Iram Nadeem (Woxsen University, India), Jashmitha Tunga (Woxsen University, India), Shradha Badsheshi (Woxsen University, India), and Vijaya Paidi Reddy (Woxsen University, India)
Copyright: © 2024 |Pages: 18
DOI: 10.4018/979-8-3693-2754-8.ch001
Abstract
In the rapidly evolving landscape of marketing and consumer science, influencer marketing has surged to the forefront as a transformative force in shaping brand relationships. This book chapter delves comprehensively into the dynamic realm of influencer marketing, intricately exploring its integration within the evolving service economy and its profound impact on shaping consumer preferences. A key focus is directed toward understanding how internet platforms, artificial intelligence, and big data synergize to enhance marketing strategies through influencers.
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