Conclusion
Marketing on social media in general is a very effective, new way that companies are advertising their brands and products. It is effective because it is easily accessible at any point during the day and companies are not restricted by geographical borders. The introduction of influential people into this mix of social media and advertising has only boosted the success of this new marketing tactic. It is simple for the companies, cheap to do, and much less time consuming than both traditional marketing and marketing through social media without the help of a connector. Unlike companies, connectors or influential social media figure have already gained trust, which takes time to gain, and have a large following, which also takes time to gain. These components that influential people have eliminate the need for different companies to have them if they choose to use an influential individual when advertising on social media sites. It is also helpful that influential people know a ton of people, many of whom are also influential, who then know even more people and so on. These advertisements are much more easily seen and spread with the help of a connector; these connectors can do in minutes what it would take months for a corporation to do. Social media advertising is very effective when targeting the younger generations who are on social media constantly and almost eliminates the need for traditional marketing when talking about companies whose customers generally tend to be pretty young. Although social media marketing is extremely effective, it may not be the most ethical way to market. It is often not known whether something is an advertisement or not, which works out in the companies’ favor, but is not the most truthful way to advertise. Although there is sufficient research and evidence on marketing through social media, there really needs to be much more research done about how adding an influential person into the equation helps companies achieve their ultimate goals. There also should be more research about how existing customers react to this type of advertisement and how new or potential customers view the same advertisements. With more information, companies could not only continue improving in how they market, but other people would also be more aware of when they are seeing an advertisement that does not seem to be one. New research would be extremely helpful to everyone and would clear up many things that have come along with this new technique in the marketing world.