Influencer Marketing in the Digital Age: Analyzing Strategies, Consumer Behavior, and Brand Communication

Abstract

In the digital era, the market price of social media networks is constantly being developed. In the field of marketing, influencers such as Internet celebrities, bloggers, stars and opinion leaders can effectively publicize, organize and implement brand marketing activities by virtue of the communication advantages of social media, which is of great significance to the survival of enterprises and market competition. Therefore, this paper mainly analyzes the importance of consumer behavior and brand communication to influencer marketing in the digital era, constructs an influencer marketing model, and on this basis, puts forward specific strategies of influencer marketing, so as to facilitate the high-quality development of enterprises' digital transformation.