Digital Influencer in Product Promotion: Fostering Consumers’ Trust by Engaging Followers

Abstract

The fast growing users of social media has opened up a new channel for product promotions. Digital influencers are on the rise with their large follower base and their online content creation. They are regarded as as trusted tastemakers. This study observed and analysed one of the digital influencers, who is considered a beauty guru amongst her followers. Through her IG account @bylizziepara, Lizzie has built a community and relationships from her digitial content. The study aims at examining the contents of digital influencer instagram account and how she engaged with the followers. This qualitative study collected data from digital observation and interview. The result shows that the use of digital influencer for product promotions have both high tech and high touch benefit compared to advertising. However, digital influencer needs to apply the 4Cs: context, communication, collaboration and connection in their social media accounts. The study also finds that digital influencer should engage with the followers, share common values and gain trust from the followers.