SHS Web Conf.
Volume 181, 20242023 International Conference on Digital Economy and Business Administration (ICDEBA 2023)
|Number of page(s)
|Marketing Strategy Analysis
|17 January 2024
The Impact of Interpersonal Relationships on Micro-influencer Marketing
Tianjin Xinhua High School, Tianjin, 300000, China
Corresponding author: email@example.com
The widespread use of mobile internet and social media has driven the creation and development of the micro-marketing model. Micro-influencers utilize marketing techniques that have a small and highly targeted reach, which in turn affects the psychology and perception of the target population. In the process of micromarketing, a very important influencing factor is interpersonal relationships. Therefore, this paper takes interpersonal relationships as an entry point, analyzes several aspects of interpersonal relationships participation in micro-marketing, the current situation of interpersonal relationships among micro-influencers, and the influence of interpersonal relationships on marketing strategy, which is of great significance in exploring the influence of interpersonal relationships on micro-marketing from the perspective of social influence. The author analyzes some micro-marketing strategies on the Chinese social platform Red Booklet. The empirical study shows that the more interaction between micro-influencers and the target population, the stronger the influence on the target population; compared with unilateral promotion by celebrities, micro-influencers have a stronger influence on the target population.
© The Authors, published by EDP Sciences, 2024
This is an Open Access article distributed under the terms of the Creative Commons Attribution License 4.0, which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.
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