Specialisation: Marketing

A Comparative Analysis of Business Tactics: Traditional Marketing vs. Digital Marketing


Marketing strategies substantially impact how businesses adapt to the ever-changing nature of the modern economy. In this thesis, we will look at two rival companies’ traditional and digital marketing strategies. In contrast to more traditional types of advertising like print and broadcast, digital marketing uses the internet and other contemporary technologies. Companies may get a leg up in today’s cutthroat market by carefully considering the outcomes of each strategic choice and how it will affect consumer engagement, effectiveness, and other key metrics.

One feature of traditional marketing is using more conventional forms of advertising. Ads in print, broadcast, and online media, as well as those sent by regular mail, fall under this umbrella. Traditional advertising, particularly in the mass media, may reach many people. In this strategy, businesses seek to attract and keep customers by spending money on aesthetically appealing, memorable, and creative ads. Digital marketing, on the other hand, has revolutionized the way businesses communicate with their clients. Digital marketing uses a targeted and interesting approach by using internet-based platforms and channels like content creation, social media, and search engines. Businesses may engage in more intimate discussions with customers in real-time because of the real-time capabilities of digital communication (Sinha, 2018). Digital marketing also provides businesses with a wealth of data that can be utilized to measure the efficacy of their campaigns more accurately.

Despite their differences, traditional and digital marketing aim to increase brand awareness, attract customers, and generate financial rewards. In order to attract new customers, traditional advertising relies on disseminating information to a large audience. Digital marketers, in contrast, take the initiative by tailoring their messages to select groups via the use of analytics and data. The intricacy of the content enhances the ability to interact with the target audience and showcase the combined efficacy of various successful marketing approaches. Evaluating the effectiveness when comparing digital and conventional marketing approaches is critical. Traditional marketing aims to increase brand recognition among a wide demographic. Recognizing the impact and determining the ROI is a challenging feat. Analyzing interactions, measuring conversions, and quickly improving are all possible with a data-driven technique (Bharti & Kumar, 2020). Adapting conventional marketing approaches to new digital challenges and aligning them with optimization and effectiveness assessment concepts is essential for survival in today’s lightning-fast digital world.

In order to analyze business processes, consumer participation is essential. Conventional advertising strategies often use one-sided messaging to captivate a disinterested demographic. With this tactic, customers are relegated to the position of bystanders rather than protagonists. Digital marketing relies on easy communication between all parties involved, which affects the amount of engagement. Companies are increasingly using online forums, feedback mechanisms, and engagement platforms to build stronger customer relationships. Instantaneous relationships, increased client loyalty, and a sense of community are all outcomes of the interactive character of digital marketing (Sinha, 2018). There is a shift from a passive to an active mode in both forms of advertising.


When deciding between digital and conventional marketing strategies, it is important to consider several factors, such as the intended audience, business goals, and available resources. Online marketing stands out because of its precision, measurable outcomes, and user engagement, even if traditional marketing reaches more people. In today’s fast-paced corporate world, merging these strategies and capitalizing on their unique qualities would be wise to create an all-encompassing and lucrative marketing campaign. Combining conventional and digital marketing strategies may help businesses meet the demands of today’s market, understand its complexities, and connect with their target audience.


Bharti, P. K., & Kumar, A. (2020). Traditional vs. Digital marketing: a comparative study. ZENITH International Journal of Multidisciplinary Research, 10(12), 16–26. https://www.indianjournals.com/ijor.aspx?target=ijor:zijmr&volume=10&issue=12&article=003

Sinha, R. (2018). A comparative analysis of traditional marketing vs digital marketing. Journal of Management Research and Analysis, 5(4), 234–243. https://www.researchgate.net/profile/Raj-Sinha-9/publication/352178400_A_COMPARATIVE_ANALYSIS_OF_TRADITIONAL_MARKETING_VS_DIGITAL_MARKETING


Leadership Excellence Across Diverse Domains: Insights From the Military, Corporate, and Marketing Arenas


This investigation explores three domains: the U.S. Marine Corps, a top-performing marketing team, and an organisation where an influential leader made a lasting impression. Every portion offers a different viewpoint on the significance of specific abilities, tactics, and flexibility in promoting success (Baas, 2022). This investigation unearths exciting insights relevant to various disciplines, ranging from the regimented and physically authoritarian ethos of the Marine to the subtle interdependence within a marketing department, and lastly, to the transforming leadership style of a prominent workplace figure.

Historical and Cyber-Security Perspective for the Marine Corps

The U.S. Marine Corps has a long history of valuing a combination of physical, cognitive, and interpersonal abilities to ensure effectiveness in various operational environments (Paul et al., 2018). Traditionally, Marines have been expected to excel in the following areas:

Physical Fitness

Physically fit Marines are famous (Samaras et al., 2019). This comprises agility, endurance, and strength. Physical fitness is essential to Marine training to withstand combat and work under challenging conditions.

Cognitive Abilities

Marines are educated to think swiftly and to make good decisions under duress. This requires problem-solving, adaptability, and quick assessment (Soeters, 2018). Cognitive skills are essential for leadership and operations.


The Marine Corps values discipline. The Marine Code of Conduct requires Marines to obey commands without inquiry (Zehndorfer, 2020). This discipline is crucial for unit cohesion and mission precision.


Marines must be proficient with firearms (Baas, 2022). Combat requires accurate and efficient target engagement.

Teamwork and Leadership

Marines are educated to collaborate well (Paul et al., 2018). Every Marine must lead, and leadership skills are taught at various levels. Mission success requires good teamwork and leadership.

Additional abilities Significant for Marines involved in cyber-security

Technical Proficiency: Cybersecurity demands detailed knowledge of technological advances, networks, and computers (Samaras et al., 2019). Marines must master cybersecurity technologies, methods, and processes.

Analytical Skills: Cybersecurity requires enormous data analysis, pattern recognition, and anomaly detection (Soeters, 2018). Marines must comprehend and address cyber risks.

Cyber Threat Intelligence: Cybersecurity Marines must be abreast of new threats and vulnerabilities (Zehndorfer, 2020). This entails gathering and evaluating intelligence to prevent cyberattacks.

Adaptability and Continuous Learning: Cybersecurity dangers change frequently (Baas, 2022). Marines in this profession must be flexible and willing to learn to remain ahead of cyber threats.

Overcoming Challenges to Secure the Future of the Marine Corps

Many variables make it difficult to recruit the proper skills for the U.S. Marine Corps. Traditional values like fitness, discipline, and war readiness may not match cybersecurity skills. Technology is constantly changing. Therefore, recruits must be technically skilled, adaptive, and learning (Paul et al., 2018). The Marine Corps may face these challenges and strategies:


In emerging fields like cybersecurity, the U.S. military battles to recruit digital talent. Traditional recruits need more technological skills, which is a severe challenge. Since many new troops need more technical skills for contemporary operations, aligning army personnel with fast-changing technological surroundings is problematic. The military pays more and offers more flexibility to technical talent than the private sector (Samaras et al., 2019). Competition may make it challenging for military agencies to hire and retain cybersecurity expertise. Educational differences among recruits worsen it. STEM training, increasingly vital for military job opportunities, is not accessible to everybody. To attract and retain technical talent in the face of increased demand and private sector rivalry, the military needs focused educational efforts, university partnerships, and competitive incentive schemes.


Targeted Recruitment Campaigns

The Marine Corps can conduct tailored recruitment efforts for those with technical expertise (Soeters, 2018). Outreach at tech seminars, hackathons, and other gatherings that draw people with cybersecurity expertise may fall under this category.

Partnerships with Educational Institutions

Work together with colleges and technical institutes to find and hire people who possess the necessary abilities (Zehndorfer, 2020). Forming alliances can also provide doors for educational initiatives designed with the needs of the military in mind.

Enhanced Training Programs

Provide thorough training programs for recruits in cybersecurity along with associated sectors within the Marine Corps (Baas, 2022). This can entail collaborating with professionals in the field to offer state-of-the-art instruction.

Incentives and Bonuses

Provide bonuses and financial incentives to applicants with specialised technical abilities (Paul et al., 2018). Because of this, joining the military may seem more appealing than prospects in the private sector.

Leveraging Marine Corps Talent for Cyber Readiness

The Marine Corps can strategically leverage its existing workforce to meet cyber-personnel needs by implementing targeted training programs to upskill current personnel. This approach offers several advantages. Firstly, it capitalises on the discipline, leadership, and teamwork ingrained in Marines, providing a solid foundation for success in cybersecurity (Samaras et al., 2019). Leveraging internal talent also fosters a sense of loyalty and commitment among current personnel as they see opportunities for career growth within the organisation. Furthermore, the Marine Corps can tailor training programs to align with the unique needs of its cybersecurity roles, ensuring a specialised skill set that integrates seamlessly with existing military functions. However, challenges also exist.

The disadvantages include the potential for resistance or difficulty in adapting to a new, highly technical field for individuals whose backgrounds may be primarily in traditional military roles. Motivation and retention may be influenced by the perception of equitable career advancement opportunities compared to those in other military occupational specialities or private-sector roles (Soeters, 2018). Striking the right balance in training and ensuring that cyber-focused roles are perceived as valuable and rewarding within the Marine Corps are critical factors in the success of this approach. Overall, leveraging the existing workforce presents an opportunity to build a highly skilled cyber personnel cadre but requires careful consideration of training methods, motivation factors, and retention strategies to maximise success.

Navigating Task, Goal, and Outcome Interdependence: Insights from a High-Performing Marketing Team

Marketing team

The Marketing Team has lofty ambitions to design and execute new product launch strategies, provide compelling content across platforms, and analyse market trends and customer behaviour. The main goals are to increase brand recognition by 20% in the following quarter, product sales by 15% by the close of the financial year, and customer involvement and happiness via focused marketing. Tasks and objectives are interdependent and crucial to team performance. Market trend research informs content production, and marketing campaign success is crucial to brand exposure and sales growth (Zehndorfer, 2020). The coordination of these activities and objectives generates a unified approach that supports the purpose. Team members work together and feel purposeful with shared goals. To sustain result dependency, the team must communicate often and understand how each activity contributes to the overall objectives. Achieving these goals shows marketing success and the team’s interconnected approach to duties and goals.

Negative impacts

Changes in interdependencies within the Marketing Team might cause communication or cooperation failures. If these crucial components succeed, the marketing message may be consistent across media, reducing campaign effectiveness. Communication and cooperation are essential to the team’s interdependence and success (Baas, 2022). Team members may become compartmentalised or unaware of how their contributions affect overall objectives, which may change dependency. This may hamper the holistic view needed to achieve goals, resulting in inferior results. With sufficient communication and adjustment, abrupt swings in outcome dependency may be apparent to team members. Lack of clarity may lower team effectiveness as people need help to concentrate. It emphasises the necessity for proactive communication and strategic planning to avoid adverse effects on team cohesiveness and effectiveness and the delicate balance of interdependencies.

Leadership Mastery: Analysing the Influence Strategies of a Workplace Trailblazer

Most Influential Leader Experience

I worked at a former employer, and there was a mighty boss there. This department head was a leader with a unique talent for motivating and directing the group toward common objectives. Their approachability, tactical perspective, and sincere care for the welfare of team members were all hallmarks of their leadership style (Paul et al., 2018). Under their direction, the workplace promoted teamwork, innovation, and a clear sense of mission. This leader was unique not just because of their position but also their innate capacity to relate to others on a human level, which instilled confidence and empowerment in the group.

Forms of Power and Types of Influence

Referent and expert authority were the main methods used by the influential leader I met. Their charming and affable personality gave them referent power and inspired respect and affection among the team (Samaras et al., 2019). This, in turn, fostered a desire to share the principles and vision of the leader. The leader’s extensive expertise and experience in the subject gave them expert power and established them as a reliable source of advice. The team trusted the leader, and she was able to influence the processes of decision-making thanks to her competence.

The influencer mostly used transformational influence among the many forms of influence. They encouraged and inspired team members to put the department’s overall welfare ahead of their interests (Soeters, 2018). Through developing a strong vision and a clear sense of objective, this leader inspired the team to strive for excellence and innovation. The leader also used relational influence by fostering close relationships, paying attention to issues, and lending assistance. With increased trust and cooperation as a result of this relational strategy, the team leader was able to impact the group favourably.


This study highlights the significance of skill alignment, flexibility, and strategic methods in attaining success in leadership across a range of areas. The importance of physical stamina, mental acuity, self-control, marksmanship, cooperation, and leadership in conventional military settings is best shown by the U.S. Marine Corps. Recruitment difficulties are brought on by the changing environment, particularly in domains like cybersecurity. Therefore, focused initiatives like advertising, collaborations with educational institutions, improved training courses, and rewards are required (Zehndorfer, 2020). A unique opportunity exists to use the discipline, management, and collaboration deeply entrenched in Marines by hiring from inside the Marine Corps and employing the current workforce for cybersecurity responsibilities. On the other hand, there are obstacles in the way of conquering opposition and guaranteeing fair promotions. A high-performing team’s duties, objectives, and results are interdependent, as the marketing industry stresses.

Long-term success requires efficient interaction and a common understanding of how everyone’s contributions affect overall goals (Paul et al., 2018). Failed collaboration or communication may have adverse effects, emphasising the need for strategic planning and proactive communication. The examination of a trailblazer in the workplace, in conclusion, highlights the influence tactics used by an administrator who was exceptional at inspiring and managing their group. The leader’s achievement was facilitated by referent and expert authority and transformational and relational impact. This study offers insightful information on leadership philosophies and how they promote creativity, cooperation, and a feeling of purpose. Put, strategic thinking, flexibility, and a combination of abilities are all part of exceptional leadership that cuts across boundaries. Within the military, business, and marketing sectors, a common element is the capacity to overcome obstacles, match abilities with changing needs, and motivate people toward common objectives.


Baas, W. A. (2020). Corporate Leaders’ Unique Pathways: A Narrative Research Study Exploring the Transition Journeys of Military Veterans as They Navigate Advancement into Leadership Roles. Northeastern University.

Paul, C., Clarke, C. P., Schwille, M., Hlávka, J. P., Brown, M. A., Davenport, S. S., … & Harding, J. (2018). Lessons from Others for Future US Army Operations in and Through the Information Environment. Santa Monica, CA: RAND Corporation.

Samaras, C., Nuttall, W. J., & Bazilian, M. (2019). Energy and the military: Convergence of security, economic, and environmental decision-making. Energy strategy reviews26, 100409.

Soeters, J. (2018). Sociology and military studies: Classical and current foundations. Routledge.

Zehndorfer, E. (2020). Leadership: Performance Beyond Expectations. Routledge.

Kraft Food Website Marketing

The internet has become a sweeping tool companies can use in marketing. Accordingly, for branders and marketers, acceptance of the value of websites to leverage customer acquisition in selling products and services. Websites establish the foundation to connect with targeted prospects. For Kraft Heinz, networking with customers is integral in website management. Thus, its website has become the go-to destination with the consumer market as the online channel to ensure sales. Thus, creating a platform for guiding the users, interacting with and engaging customers to review their palates has been the successful approach for the website. Nonetheless, the company has developed an effective call for action and affiliate marketing to enhance the website. An in-depth analysis of the two sides of the website should highlight the successes and areas of improvement.

Effectiveness and Thinks that Work Well

Guides the users

The company has been steadfast in developing an all-inclusive website geared at capturing customer interest. Taking the website experience up a notch is evident through promoting an enabling platform for customers to review their products, recipes, advice on healthy living, tips, and ideas (Desai & Vidyapeeth, 2019). Ensuring that the customers have a long-term experience is based on offering the best guides to using some of their products to integrate into the food recipes (Kraft Heinz, 2023). For example, the menu guide for oven-baked chicken parmesan markets the organizational cheese and sauces to develop a delicious meal (Kraft Heinz, 2023). The menu offerings are detailed with a descriptive assessment of the ingredients, cooking time, and additional tips for successful outcomes. The navigation tab furthers the approach that provides insight into increased menus.


Colors, logo standards, brand designs, and eye-capturing images are the first intricate approach to promoting an interactive website. The short and precise menu offerings capture customers at the first peek at the website. Further, the colors and elegant fonts generate an effective platform for the customers to click and assess the offerings (Kraft Heinz, 2023). Description of the product features is apparent, which is added by the tips dependent on the questions raised. The interactive visuals allow customers to engage their creative process in cooking (Desai & Vidyapeeth, 2019).

Engages the consumer’s palates

Customers’ engagement is based on the recognition of broad-centric tastes and preferences. Apart from the fast foods shaped by snacks, the website also provides alternative offerings (Kraft Heinz, 2023). Healthy living is encouraged on the website that is shaped by vegetable-centric foods. The approach is geared toward the expansion of the palates.

What could be Done Better?

No call to action

The company’s website needs to invest more extensively into Call to action (CTA) as a process to encourage customer loyalty. A simple instructional text such as “buy now” or “order now” is not apparent, which does not capture clients who prefer convenience buying (Saura et al., 2019). The company should have invested in ways customers can order diverse food offerings in their homes (Desai & Vidyapeeth, 2019). Further, the organization’s lack of CTA translates into challenges to maintaining loyalty.

No affiliate marketing

Although Kraft Heinz is a large snack company, it would have been prudent to adopt affiliate marketing on the website. Partnering with chefs or online food delivery companies should have eased access to their advertised recipes (Desai & Vidyapeeth, 2019). Customers being able to order the products on the website and maintaining a strategic relationship with other businesses should have enhanced their product advertisement.


Websites are integral tools for guiding, engaging and interacting with customers. The sites play an integral role in maintaining consumer loyalty. The Kraft Heinz website adopts the necessary measures to capture customer attention and engage them to recognize the value of their products. However, CTA and affiliate marketing are essential to ensure that they can engage in online business with customers.


Desai, V., & Vidyapeeth, B. (2019). Digital marketing: A review. International Journal of Trend in Scientific Research and Development5(5), 196-200.

Kraft Heinz. (2023). My Food and Family. https://www.myfoodandfamily.com/

Saura, J. R., Palos-Sanchez, P. R., & Correia, M. B. (2019). Digital marketing strategies based on the e-business model: Literature review and future directions. Organizational transformation and innovation management in the fourth industrial revolution, 86-103.3

The Use of Celebrities and Social Media Influencers in Marketing


In recent years, the trend of utilizing social media influencers and celebrities in marketing has gained popularity among small businesses due to its numerous benefits. However, more research must be done on this strategy’s efficacy for these smaller enterprises. This dissertation expands on current knowledge surrounding the use of such methods in marketing amongst small businesses’ sphere by examining their usefulness. Firstly, it investigates how beneficial employing an influencer or celebrity can be to achieving companies’ goals. Secondly, it will address whether always relying on them positively assists business operations. Then, it examines if certain contexts require different approaches that might not align with current prevalent tactics. Similarly considered are sales data and growth rates are similarly influenced while connecting with social media influencers. Lastly, evaluated within this study are the limitations associated with the potential risks of hiring inappropriate online influencers and budgeting expenses related to directly attributable outcomes during a marketing campaign implementation. Subsequently, this dissertation will provide recommendations based on both best practices from successes seen so far and identifying challenges posed throughout interactions between brands and public individuals. This is only achievable through personal digital platforms that implement authentic strategies, further refining one’s brand without compromising integrity. Considering all the factors are thoroughly analyzed as mentioned above and have been given proper attention in a small business, success is possible even amidst ever-evolving trends currently shaped.


Small businesses power the growth of economies in various countries worldwide. Despite this, they encounter many obstacles within the competitive market, such as scarce resources and inadequate budget for publicity hence attracting new customers becomes problematic. Therefore, it becomes essential to generate innovative marketing techniques enabling them to reach out to their target groups while simultaneously increasing brand acknowledgment and sales volume. One of these efficient methods used lately involves using social media influencers who have become among the most dominant voices with a massive following on different platforms such as Instagram or YouTube.

On these platforms, business people can use sought-after influencers aligned with their objectives to promote products or services, generating more revenue. Accordingly, several big firms have suggested that employing social media influencers has significantly boosted revenue. This is primarily in the case where their target audiences are millennials and Gen Zs with a consistent online presence (Hub, 2020, p. 1). The influencer’s credibility helps increase product sales exponentially over time by targeting content from endorsements, reviews, and tutorials. Such value-addition perks provide helpful insight to small businesses concerning reaching their potential buyers.

There is no present link between the effectiveness between influencer marketing and small business performance. The significance of social media influencers and celebrities in marketing depends on several factors, such as the relevance of the influencer to the product or service, the credibility of the influencer, and the engagement of the influencer’s followers (Bognar et al., 2019, p. 301). While using social media influencers and celebrities in marketing can positively impact sales and business growth, it is only sometimes the case. Therefore, businesses must choose the right influencer to help them achieve their marketing goals. There are several difficulties with using social media influencers and celebrities for marketing (Kelsey, 2017, p. 100). For small firms with limited marketing budgets, the fees paid by influencers and stars can be highly exorbitant. Second, companies must ensure that the influencer or celebrity they select is compatible with the values and brand of their business (Hub, 2021, p. 2). Associating with a celebrity or influencer who upholds different principles and importance than the brand might harm the brand’s reputation.


In the digital age, social media has become an essential platform for businesses to engage with customers and promote their products. The emergence of social media influencers and celebrities as powerful marketing tools has significantly shifted how small businesses approach their marketing strategies. However, as with any marketing technique, both advantages and disadvantages are associated with using social media influencers in small business marketing. Social media influencers’ benefits in selling small businesses are evident (Chopra et al., 2021, p. 5). For one, these influencers have built up a loyal following that trusts and value their opinions. This means that businesses can tap into this existing customer base and advance their products or services (Ao et al., 2023, p. 4). Partnering with influencers can besides lead to increased trade name, cognitive state, and vulnerability which can help small businesses turn their client basal exponentially. However, there are limitations to using social media influencers that small businesses must be aware of.

Social media influencers and celebrities can be incredibly beneficial to small businesses looking to expand their market reach. By partnering with an influencer or famous person whose beliefs align with the business, these smaller brands add entree to an already established audience, increasing its reach and product impact. This can result in increased sales, as their endorsement is often enough to influence their followers to purchase (Bognar et al., 2019, p. 301). Additionally, by collaborating directly with these individuals, small businesses can create engaging, authentic content that resonates with their target audience, further enhancing their relationships with potential customers (Ao et al., 2023). Through these efforts, using influencers and celebrities on social media can help build a positive brand image and ultimately lead to increased brand equity, popularity, and customer loyalty, which is a valuable investment for small businesses looking to compete in today’s market.

Using social media influencers and celebrities in marketing can be an effective strategy to increase a brand’s visibility and reach a wider audience. However, this approach has several challenges and limitations that brands need to consider cautiously (Bognar et al., 2019, p. 301). One primary concern is consumer skepticism as consumers may be wary of influencers and celebrities’ motivations and potential biases. Influencers and celebrities may be perceived as more interested in their own personal gain than in genuinely promoting a product.

Additionally, the context in which these tools are used must be considered because not every brand or product is well-suited to being promoted by an influencer or celebrity. If a brand relies too heavily on these figures, it may risk diluting its authenticity and alienating consumers who like more genuine connections with brands (Haenlein et al., 2020, p. 4). Lastly, measuring the ROI of influencer and celebrity campaigns can be challenging due to difficulties in tracking their impact on sales and brand percept. In conclusion, while social media influencers and celebrities can be powerful marketing tools, brands must weigh the potential benefits against these challenges and limitations before investing in this approach.

The use of social media influencers and celebrities in small business marketing can have both advantages and disadvantages. Partnering with these popular personalities can help increase brand awareness and reach for small businesses. However, the expenditure of collaborating with influencers or celebrities is often a major challenge for small businesses with limited budgets. As such, strategic decision-making and budget allocation are necessary for a successful partnership (Haenlein et al., 2020, p. 8). Additionally, the measurement of the true contact and tax return on investing (ROI) of these selling efforts can besides present a limitation. Despite these challenges, a better understanding of the benefits, challenges, and limitations of using societal media influencers and celebrities in small business marketing can lead to the development of best practices and more effective marketing strategies for small businesses. With these considerations in mind, small businesses can successfully leverage influencer or celebrity marketing to increase their impact and reach.

Literature Review

Researchers can locate and evaluate the essential theories, concepts, and findings from prior studies relevant to their study questions using the literature review. Researchers may identify gaps in the body of knowledge by conducting a literature review and developing the research questions that fill such gaps. This makes it easier to ensure their research is original and improves the field (Chopra et al., 2021, p. 7). The development of a theoretical framework for a study is also enhanced by a literature review, which can also guide the research design, data-collecting process, and analysis. Furthermore, a literature review can assist researchers in selecting the most suitable research techniques and equipment for their topic. The literature studied in this research might give insight into how companies of various sizes and in multiple sectors have implemented social media and influencer marketing. This could also focus on the advantages and difficulties of utilizing social media influencers for small-scale businesses. Influencers and celebrities may be a very effective marketing strategy for small businesses. Businesses could reach a larger audience, improve profitability, and increase sales by utilizing local and international celebrities and influencers.

Influencer Marketing as a Leverage

Haenlein et al. (2020) aim to examine how influencer marketing affects small businesses and offer insights into the strategies they might utilize to take advantage of influencer marketing productively. The writers begin by addressing the emergence of social media and how it has altered how organizations approach marketing. They highlight that social media has given rise to a new kind of celebrity known as the social media influencer, who has a large following on platforms like Instagram, YouTube, and TikTok (Haenlein et al., 2020, p. 4). The writers claim that social media influencers have become an essential component of marketing for companies of all sizes. They are particularly useful for small companies that lack the funds to invest in traditional marketing.

Influencer marketing, according to Tafesse and Wood (2021), can aid small businesses in raising their profile, engaging with their target market, and boosting sales. They also note that because influencer marketing frequently employs micro-influencers with smaller but very engaged fan bases, it might be an affordable way for small enterprises to reach a wide audience (Tafesse and Wood, 2021, p. 6). However, studies also acknowledge that using influencer marketing for small enterprises can present certain difficulties. They note that selecting the ideal influencer might take time and that evaluating the effectiveness of influencer marketing efforts can be challenging (Ye et al., 2021). Furthermore, they stress how crucial it is to match the goals and values of the brand with influencer marketing efforts. The authors recommend that small firms prioritize developing long-term connections with influencers over one-off strategies (Tafesse and Wood, 2021, p. 10). They also advise small businesses to consider collaborating with micro-influencers, who have more specialized and engaged loyal following than macro-influencers, who have broader but less engaged audiences. They highlight the advantages of influencer marketing for small businesses and discuss details on the strategies that may be employed by such businesses to make the most of this tool (Tafesse and Wood, 2021, p. 10). However, it also recognizes the difficulties that come with influencer marketing and stresses the value of thorough planning and strategy development to ensure that influencer marketing campaigns are consistent with the goals and values of the business.

Impact on Purchase Decisions of Consumers

Influencers on social media who have large followings and can establish credibility with their audience can greatly impact consumer behavior. Nonetheless, there can be issues regarding the authenticity and transparency of influencer marketing and some difficulty in evaluating its effectiveness. The impact of social media influencers on the decision-making process for purchases is examined by Zak and Hasprova (2020), who also offer insights into the elements that affect customer behavior in this context. They point out that since consumers perceive social media influencers as reliable sources of information and recommendations, they can greatly influence what they decide to purchase. The study analyzes the main critical factors influencing consumer purchase decisions, such as influencer characteristics, product characteristics, and consumer attributes (Bognar et al., 2019, p. 301). The influencer’s credibility, knowledge, and attractiveness can influence consumers’ perceptions of the product and the likelihood of purchasing. Using social influence theory and exploiting the psychological connection that influencers have developed with their followers on social media, influencer marketing has become a successful strategy for marketers to engage with their target audience.

Consumer impressions of the goods and their propensity to buy them can also be influenced by their attributes, such as their quality and pricing. Furthermore, research indicates that individual consumer attributes, including age, gender, and personality features, may also affect how customers respond when exposed to social media influencer marketing (Chopra et al., 2021, p.11). Small businesses should carefully select the influencers they collaborate with and ensure they are a suitable fit for their brand and target audience. Rather than just engaging influencers for one-time efforts, they should concentrate on developing long-term connections with them (Chan, N.L. and Guillet, 2011, p. 3). The value of authenticity and transparency in influencer marketing should be emphasized since people are more inclined to interact with and trust influencers who are open about their relationships with brands (Zak and Hasprova, 2020, p. 12). For businesses seeking to use influencer marketing, proper planning and strategy formulation are crucial, along with implementing research findings.

Impact on Customer Attitude

Influencer marketing is strategy marketers are increasingly using to persuade potential customers in the age of social media. The impact of social media influencers on consumers’ purchasing intentions and the mediating role of consumer attitude is examined by Lim et al. (2017). The researchers discuss how social media influencers are becoming increasingly significant in marketing, particularly for small enterprises. They point out that influencers on social media can enhance brand recognition and credibility and spark interest and engagement from potential customers (Kelsey, 2017, p. 105). Nevertheless, they also highlight certain drawbacks of using social media influencers, such as the difficulty in gauging the success of influencer marketing and the chance that influencers could harm a brand’s reputation. The study then examines how social media influencers affect consumers’ intention to buy and how customer attitude mediates. Purposive sampling was used to collect the research data (Lim et al., 2017, p. 2). A dataset of 200 respondents was then analyzed using the PLS-SEM method to investigate the hypotheses and identify the mediating influences on customer attitude.

In China, Marjerison et al. (2020) investigated the impact of social media influencers on the perception and purchasing intent of female consumers in their undergraduate years. The findings demonstrate that social media influencers positively influence consumer attitudes and purchase intentions. The authors asserted that social media influencers’ capacity to influence consumers’ perception of a product’s quality and worth and their trust in the brand could explain this mediating function (Marjerison et al., 2020, p. 4). To generate purchasing intentions, businesses should pursue social media influencers that are viewed as reputable by their prospective customers.

The study also showed that the characteristics of social media influencers have a big effect on client engagement. Homophily, knowledge, reliability, attractiveness, credibility, informational value, entertainment value, and congruence with the product are the eight crucial characteristics of social media influencers (Marjerison et al., 2020, p. 4). It is recommended that professionals use online influencers to engage customers and generate purchase intentions for their products since consumers are very active on social media platforms and follow them. Professionals can use this study to determine what qualities to search for in an influencer when approaching them to promote their product (Ao et al., 2023). Marketers should use digital influencers to engage customers and generate purchase intent for their products because modern consumers follow social media platforms.

Nguyen (2022) investigates how social media influencers affect consumers’ buying intentions in the Vietnamese fashion and cosmetics sectors. The report acknowledges that social media influencers can help brands expand their client reach and engagement and improve their reputation and authenticity (Marjerison et al., 2020, p. 4). Nevertheless, researchers also highlight certain disadvantages of using social media influencers, such as the difficulty in measuring the effectiveness of influencer marketing and the possibility that influencers could harm a brand’s reputation.

The study then explores how social media influencers affect Vietnamese consumers’ intentions to purchase in the fashion and cosmetics sectors. The author used a poll of 200 customers to collect data on their attitudes toward social media influencers, fashion and beauty products, and purchase intentions (Nguyen, 2022, p. 1). The findings demonstrate that social media influencers positively affect purchase intent and that consumer attitudes toward fashion and cosmetics mediate this influence. According to the authors’ advice, small businesses should carefully choose social media influencers that are a good fit for their brand. Research should encourage small firms to evaluate the effectiveness of influencer marketing and utilize the findings to improve their strategies continuously.

Social Media Marketing and Brand Image

Although Mookda et al. (2020) focused on celebrity endorsements rather than particularly social media influencers, their findings still hold good for using influencers in marketing for small businesses. According to the study, brand image functioned as a mediating factor between celebrity endorsements, attitude toward the brand, and purchase intentions (Mookda et al., 2020, p. 10). In essence, the research demonstrated that when a celebrity supports a business, it can enhance customers’ perceptions of the brand’s image, resulting in a more favorable attitude toward the brand and an increased likelihood of purchasing it (Dimitrieska and Efremova, 2021, p. 109). This research supports the claim that small businesses might benefit from social media influencer marketing since it can enhance their brand image and boost sales.

It is crucial to remember that the success of influencer marketing may depend on several variables, including the target audience, the authenticity of the influencer’s endorsement, and the compatibility between the influencer and the business. They concluded that small firms might use influencers to reach new audiences and boost engagement, but they cautioned that the expense of doing so might hinder certain businesses. According to Vrontis et al.’s (2021) evaluation of the literature, influencer marketing raises ethical and legal concerns in social media marketing, such as the need for transparency and disclosure of sponsored content. The study reveals that using influencer marketing to reach target markets and boost sales can be successful (Hudders and Lou, 2022, p. 5). It also demonstrates that several variables, including the fit between the influencer and the business, the authenticity of the influencer’s message, and audience engagement, affect how successful influencer marketing is. Further study is still needed in many areas, including the function of emotions in influencer marketing, the efficacy of various influencer types, and the effect of influencer marketing on brand loyalty.

It is evident from the literature review that there needs to be more knowledge surrounding the usage of social media influencers and celebrities in small-company marketing. The advantages of influencer marketing for firms have been studied, but more is needed about the specific effects on small enterprises (Hudders and Lou, 2022, p. 4). However, there needs to be more contemporary literature that explores the difficulties and constraints of leveraging social media influencers and celebrities in small business marketing (Dimitrieska and Efremova, 2021, p. 109). By focusing on the use of social media influencers and celebrities in small business marketing, this research aims to fill these gaps. This study will investigate how social media influencers and celebrities affect sales and business growth and will highlight the difficulties and constraints of employing this marketing technique for small firms by conducting surveys and interviews with small enterprises. The results of this study will add to the body of knowledge by thoroughly understanding the results of using social media influencers and celebrities in small business marketing and advising on how these companies can utilize this strategy to achieve their marketing objectives. This study will significantly advance the marketing subject by filling in the gaps in the existing literature and assisting companies in making well-informed decisions about their marketing plans.

The Future of Social Media Marketing

Small businesses can benefit from social media marketing’s promising future to expand and succeed. Companies must adapt to and embrace social media platforms that are becoming more mainstream daily to reach their target audience effectively (Belanche et al., 2021, p. 190). Social media platforms constantly change, giving businesses new opportunities to engage customers and increase revenue (Koay et al., 2022, p. 1). Technology developments like augmented reality and artificial intelligence are also anticipated to transform how firms use social media for marketing. Social media marketing offers an excellent chance for small businesses to compete with bigger ones equally. Small companies may create a solid online presence, raise brand awareness, and boost sales with a well-thought-out social media strategy.

Identifying the target market and selecting the social media channels most frequently used by the target market are the initial steps for small businesses. The right social media platforms must be chosen for the company because they cater to different demographics. The capability of social media marketing for small businesses to reach a broader audience without incurring large expenses is one of its most significant benefits (Bendoni and Danielian, 2019, p. 604). Conventional marketing strategies like TV, radio, and print advertisements can be costly and frequently fail to achieve the desired results. On the other hand, social media marketing is less expensive and allows companies to target their audience better.

Social media marketing also enables companies to interact with their customers and establish relationships. Social media platforms give businesses a way to engage with their customers, answer their questions, and gather feedback, which can contribute to developing brand loyalty (Breves et al., 2019, p. 65). Another essential benefit of social media marketing is the opportunity for firms to evaluate their effectiveness. Businesses can analyze website traffic, social media activity, and sales using tools like Google Analytics and use this information to decide on their social media marketing approach (Bendoni and Danielian, 2019, p. 604). Businesses must stay current with the newest trends and best practices as social media continues to develop to remain relevant and competitive.

Using social media influencers is one of the newest trends in social media marketing. These people have significant social media followings and can market products or services to consumers. Social media influencers can help small businesses reach a wider audience and raise brand awareness (Gross and von, 2022, p. 310). It is crucial to pick the appropriate influencers for the organization to guarantee that they share the same values as the company. Dealing with social media influencers might be expensive, but it can be a rewarding investment if done correctly (Koay et al., 2022, p. 1). Businesses need to include video content in their social media strategy because it is becoming popular on social media platforms. Companies can express their brand narrative more compellingly using video content, which can improve conversion rates and customer engagement.


The methodology for researching the use of social media influencers and celebrities in marketing for small businesses is described in this section of the dissertation. A mixed-methods strategy will be employed in the research’s data collecting and analysis, combining quantitative and qualitative techniques. The use of social media influencers and celebrities in small business marketing will be thoroughly understood due to the mixed-methods data collection and analysis approach. The study’s conclusions will add to the body of information regarding this topic and suggest how small firms can use this marketing strategy successfully.

Data collection and Sampling

Small businesses from various industries and regions will make up the research sample. To achieve sufficient statistical significance for the study, the sample size for the survey will be selected using a power analysis. To provide a variety of experiences and viewpoints, the interview sample will be purposefully chosen on the basis of interview replies.

The main information will be gathered directly from the small businesses that have employed social media influencers in their marketing. The researcher used purposive sampling since it is the most practical strategy for the study’s analysis of how social media influencers affect small companies. Small companies will be contacted by phone or email with information about the study and an invitation to participate in the information collection. The sales and company growth of five small enterprises based in London will be examined, both before and after they used a social media influencer in their marketing. Data collection interviews with the companies will be conducted by the researcher over the phone and last no more than 15 minutes.

In the first stage of the study, phone interviews with a sample of small firms that have utilized celebrities and social media influencers in their marketing campaigns will be used to gather quantitative data. The interview will gather information about the perceived advantages and disadvantages of utilizing social media influencers and celebrities in marketing strategies, as well as the effects on sales and business expansion. The interview will be formatted with multiple-choice questions and a Likert scale to facilitate easy response and consistency in data collecting.

A subset of the phone interview respondents will be subjected to in-depth interviews as part of the research’s second phase, which will involve collecting qualitative data. To enable open-ended responses and in-depth descriptions of the experiences of small businesses employing social media influencers and celebrities in marketing, the interviews will be done using a semi-structured approach. All interviews will be recorded, password-protected, typed down, and subjected to thematic analysis.

Data Analysis

Descriptive and inferential statistics, such as chi-square tests and regression analyses, will be used in the survey’s data analysis to find correlations between variables. Thematic analysis will be utilized to find recurring themes and patterns in the material collected from the interviews.

Large data sets are frequently analyzed and interpreted using thematic analysis in qualitative research, especially when the researcher tries to find patterns or themes in the data. The procedure entails spotting repeating meaning patterns in the data and classifying them into themes. This enables the researcher to investigate the underlying meanings and concepts in the data and identify any connections or linkages between various themes.

Studies that use focus groups, interviews, or other types of qualitative data collection frequently use a thematic analysis process. It enables researchers to comprehend better the participants’ experiences, viewpoints, and opinions and to identify the main problems and topics pertinent to the study question. The data gathered from the small companies before and after being promoted by a social media influencer will be used in the current study’s thematic analysis to find patterns and themes.

The researcher will be able to offer recommendations for future marketing strategies by identifying the themes that emerge from the data and concluding the effectiveness of leveraging social media influencers in small business marketing. In general, thematic analysis is a rigorous and systematic approach to qualitative data analysis that enables researchers to find and investigate the underlying patterns and meanings in the data.

Ultimately, this methodology is appropriate for the study’s goals and research issue. However, a drawback of purposive sampling is that it could inject bias into the sample selection, which can restrict the generalizability of the study’s findings to a larger population of small enterprises. The process of primary data gathering through interviews with small businesses offers a rich supply of information that may be used to derive insights into the impacts of social media influencers on small businesses.

Ethical Considerations

To protect the rights and well-being of participants in any research study, it is critical to consider and resolve ethical issues. It is also crucial to remember that ethical evaluations are a continual process and should be done so throughout the entire study. The study approach will take ethical issues into account at all times.

The study will also abide by the ethical standards established by the institutional review board. First and foremost, all participants and participating small companies will provide their informed consent, and anonymity and confidentiality will be upheld. This will include explaining to them the study’s goals, the requirements for participating, and any dangers or advantages of doing so. They will also be assured that participating is entirely optional and that leaving at any point will have no negative consequences.

Second, the participants’ privacy and anonymity would be safeguarded. Any identifying information will be accessed only during data processing, and all acquired data will be treated with the utmost confidentiality. The data will be securely stored and accessible only to the research team, preventing unauthorized access. Thirdly, the study will follow ethical standards for collecting, storing, and exchanging data. This entails securing the required ethical approvals and abiding by data protection laws. The information will be kept on the researcher’s private OneDrive account, a safe platform. This safeguards the participants’ privacy and helps prevent unauthorized access to the data.

Finally, any risks or harm from the study will be minimized to the greatest extent possible. This involves ensuring that interview questions are neither intrusive nor disrespectful and that participants are not forced into uncomfortable situations. Overall, ethical issues are crucial for maintaining the reliability and integrity of research investigations, and the study, as mentioned earlier, will take steps to ensure that ethical standards are adhered to. To keep the study’s validity and credibility, the researcher must ensure they follow all pertinent ethical regulations and standards.

Research findings

This study aims to determine whether and how small businesses might benefit from using social media influencers and celebrities for marketing. The study seeks to determine whether using a social media influencer always helps a company and how the relationship with social media influencers affects sales and business success. The study also investigates the difficulties and restrictions associated with leveraging social media influencers and celebrities for small business marketing.

According to the outlined methodology, the study will gather primary data by speaking with five small businesses before and after using social media influencer marketing. The data will be analyzed using a thematic approach. The study’s findings might shed light on how well small firms can sell using celebrities and social media influencers. According to the survey, influencer marketing businesses might experience increased sales and business growth (Ao et al., 2023). The research will also highlight the difficulties and restrictions associated with influencer marketing, such as the costs or difficulty of recruiting the ideal influencer. Overall, the study’s research findings will add to the body of knowledge already available on the use of social media influencers and celebrities in small business marketing. They also could offer small businesses advice on how to employ this approach to its full potential.

The use of social media influencers by small firms can have advantages and drawbacks, as the thematic analysis of the data reveals. Benefits included greater brand recognition, stronger credibility, and better customer interaction. However, the research also revealed significant drawbacks, including the high expense of hiring social media influencers and the potential for harm to a brand’s reputation if the influencer’s actions are perceived as inappropriate or unethical. The study offers insightful information on the use of social media influencers in small business marketing. It emphasizes the importance of carefully selecting the right influencer and creating a clear strategy to maximize the advantages while limiting the drawbacks. Small firms wishing to implement a social media influencer marketing plan may find the findings helpful, which could also guide future research in this field.

Also, it was shown that a key factor in determining how well small businesses utilize social media influencers for marketing is how relevant the influencer is to the audience the firm is trying to reach. Businesses that choose influencers well-received by their target market could experience a sharp rise in sales and business expansion. On the other hand, companies that select an influencer purely based on their enormous fan base or popularity might notice no substantial benefits in their marketing efforts. Also, using social media influencers and celebrities in marketing can boost customer brand knowledge and loyalty. This finding is consistent with other research that argues celebrity endorsements can enhance consumer perceptions of a company, increasing the chance of customer retention and positive word-of-mouth marketing.

The study emphasizes the significance of frequently assessing the influencer’s marketing initiatives’ efficiency to ensure the approach is performing as intended. The results of this study are limited to the five small firms in London that were included in the sample. Therefore, they may not generalize to all small businesses in different locations or sectors. Expanding on these results and examining the efficacy of social media influencer marketing for small businesses in other circumstances require additional study.

The study did note certain restrictions on leveraging celebrities and social media influencers for small business marketing, though. One significant obstacle was the expense of working with an established influencer or celebrity (Dimitrieska and Efremova, 2021, p. 109). Small businesses might need more money to hire a high-profile influencer or celebrity and may be forced to do so with a lesser-known person instead. The study also discovered that certain consumers could be cautious of influencer marketing, which might result in losing credibility and trust in the company.

The research also demonstrated that using celebrities and social media influencers for marketing can have limitations and implementation difficulties. The expense of employing social media influencers and celebrities, which may be expensive for small firms with limited finances, constitutes one of the restrictions (Khamis et al., 2017, p. 11). Another difficulty is the possibility of negative publicity if the social media influencer or celebrity displays controversial behavior. Before a small business chooses to use a social media influencer or celebrity in its marketing strategy, these restrictions and difficulties should be carefully considered.

According to the report, small businesses may benefit from using social media influencers and celebrities in their marketing campaigns in terms of higher sales and company expansion. Small businesses must carefully assess potential restrictions and constraints to choose social media influencers and celebrities who are consistent with their brand values and target market (Dimitrieska and Efremova, 2021, p. 109). The study strengthens the existing body of knowledge on using social media influencers and celebrities in marketing for small businesses. It offers small businesses advice on using this strategy to their advantage to meet their marketing objectives. The results imply that while there are some restrictions on using social media influencers and celebrities in marketing, the benefits can outweigh the disadvantages if properly applied.


Small businesses can benefit significantly from using social media influencers and celebrities in their marketing campaigns, raising brand recognition, credibility, and sales. When using social media influencers and celebrities in marketing, it is crucial to pick the appropriate influencer consistent with the brand’s values and image. Small businesses must therefore assess the advantages and disadvantages of working with celebrities and social media influencers before choosing one over another. This dissertation examined how social media influencers impact London’s small companies.

Five small enterprises with locations in London were chosen for the study using a purposive selection technique. The firms were examined before and after engaging a social media influencer or celebrity to market products. Thematic analysis was used to find patterns and trends in the interview data by breaking it into several categories. The results of this study indicate that social media influencers significantly affect London’s small companies. According to the study’s hypothesis, all five organizations that used social media influencers in their marketing saw increased revenue and brand recognition. Also, the companies should have noted increased website traffic and social media engagement. These results confirm other studies’ findings that social media influencers can be powerful marketing resources for small firms.

Throughout the investigation, ethical issues were taken into account. All businesses and participants were made aware of the study and provided their permission to take part. The information gathered from the companies was password-protected and kept private. The findings suggest that engaging social media influencers to boost sales and brand recognition can benefit small businesses in London. Further study is required to determine the impact of various social media influencer types on small businesses and the long-term outcomes of social media influencer marketing.


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