The Use of Social Media Celebrity Influencers in Promoting Hospitality Business Brand in Nigeria: A Public Relations Perspective
DOI:
https://doi.org/10.37535/105004220259Keywords:
brand management, influencer marketing, hospitality, public relations, social mediaAbstract
This study takes a theoretical approach to examine the interconnectedness of brand management, influencer marketing, and the evolving dynamics within the hospitality sector. Brands, deeply embedded in contemporary existence, serve as symbolic constructs for consumers seeking significance in their material surroundings. Successful branding, a cornerstone of brand management, not only distinguishes companies but also nurtures emotional bonds, loyalty, and trust. The emergence of modern public relations strategies, especially through social media channels, has revolutionized public relations and business brand. Brand influencers, epitomizing personal achievement and human magnificence, wield significant influence in shaping consumer perceptions. The symbiotic relationship between brands and influencers is pivotal for bolstering brand visibility and positively shaping consumer attitudes. As the hospitality industry undergoes transformative changes, the study advocates for strategic influencer partnerships, adaptive hospitality approaches, holistic brand management, and data-informed decision-making. These recommendations seek to empower businesses in navigating the intricacies of brand management, influencer collaborations, and evolving consumer preferences, fostering enduring growth and resilience in a dynamic business landscape.
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