Using Influencers as Sales Professionals: A Strategy for SMEs & Start-ups

Megha Sharma and Vinod Kumar Singh

Chapter 13 in Managing Human Resources in SMEs and Start-ups:International Challenges and Solutions, 2022, pp 283-299 from World Scientific Publishing Co. Pte. Ltd.

Abstract: Every marketer is aware of the growing importance of influencers, and undoubtedly, social media influencer marketing is on the top priority list for every marketing and sales professional. Small and medium enterprises and start-ups are the backbones of the global economy; they still face tough competition from large companies. This chapter aims to explore and define the importance of influencer marketing for SMEs and start-ups. Researchers analysed the systematic literature review from past research. They found that influencer marketing can be the key to making SMEs and start-ups succeed in their marketing campaigns with minimal capital and funds. Thus, by finding the right influencer and recognising their engagement relations with consumers, the sale of the business is boosted. This chapter concluded that SMEs and start-ups should strategise to conduct influencer marketing to target large audiences and consumers’ trust.

Keywords: Entrepreneurship; Human Resources; Small Business; Startups; Workforce Productivity; Performance Management; Team Dynamics and Workforce Management (search for similar items in EconPapers)
JEL-codes: L2 L26 M13 O15 (search for similar items in EconPapers)
Date: 2022
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