Using Influencer Marketing to Build Your Small Business Reputation

users of influencer services on social media get good benefits. Influencers helped SMEs in communicating their products to customers (Ardyan et al., 2022). This can include creating distinct tonality, messaging styles, and visual identities. Using social media to reach new audiences, SMEs can leverage social media platforms to connect with micro influencers who 

have highly engaged audiences. By partnering with micro influencers, SMEs can increase brand awareness and reach new audiences that may not have known their brand before. Engaging content creation, so that SMEs can work with micro influencers to create engaging and relevant content that resonates with their target audience. This can include social media 

posts, blog posts, and videos featuring SMEs' products or services. Building credibility By working with micro influencers who have built trust with their audience, SMEs can build credibility and trust with potential customers. Consistency, Personality, Tone, Emotion and Differentiation are the key elements of brand voice influencers marketing products. First, 

consistency, is important in micro influencer

marketing as it helps build trust and credibility with the audience. Micro Influencers should use a consistent tone and message throughout their content to reinforce brand identity and messaging. Second, personality, Micro Influencers often have a unique personality that sets them apart from others. They may use humor, sarcasm, or other techniques to showcase 

personality and make content more appealing to their audience. Third, tone refers to the attitude or emotion conveyed through the content. Influencers may use a positive, upbeat tone to convey enthusiasm for the product. Fourth, emotion, is an important aspect of influencer marketing as it helps create a connection between the audience and the influencer. 

Influencers can use emotions such as joy, excitement or humor to make content more interesting and appealing to their audience. Fifth, differentiation, is the key to standing out in the crowded influencer marketing space. Influencers can use unique messaging or visual lements to differentiate themselves from others and create a more memorable brand voice. 

This can include using certain colors

fonts or other design elements that are consistent throughout the content. In strengthening the theory that has been explained by micro influencers in this study, micro influencers take a consistent communication approach to form loyalty to SMEs. Such as professionalism, humble, informative, to follow, as well as providing benefits for the project. Involvement in 

SMEs social media was expected to contribute to SMEs performance. Various efforts had been made to improve performance, including the use of services that were trending in social media, namely the services of social media influencers. (Ardyan et al., 2022) . From several brand voice practices in this element, micro influencers have a characteristic approach to 

support SMEs' loyalty to them. Such as increasing the quality and quantity of branding The aforementioned factors influencing purchase intent in online relationships suggest that the relationships between buyer and seller are not the only aspects that may change when moving from a physical store to the online purchase environment. When online, a consumer 

has access to other information sources

than they would have offline, e.g., influencers, experts, and reviews. Studies on online relationships need to take into account the emergence of new actors. Figure 1 shows the example with the focal relationship between buyer and seller, i.e., consumers and online stores, and includes the third party of influencers. The two-sided arrow between consumers 

and online stores shows that there is a mutual relationship between these two variables (see Liang, Chen, & Wang, 2008). Many factors may have an impact on and possibly improve the quality of the relationship between consumers and online stores and vice versa. The dotted arrows show that influencers may play a role in the relationship between online stores and 

consumers in online relationships. Brown and Hayes (2008) call influencers “Trusted Advisors” as influencers usually create trusting relationships with potential customers, advising them on products. Consumers are usually convinced by personal information from influencers because this kind of information is considered more credible than information 

Conclusion

from mass media or marketing sources such as TV or radio campaigns (Bickart & Schindler, 2001).However, influencers are not the only element that impacts customer purchase intent in online relationships. In this study, commitment and brand image are considered as antecedents in creating purchase intent, elements internal to the relationship. In Figure 1, they are part of the thicker arrow between the consumer and online store, i.e., part of this 

relationship. Dodds, Monroe, and Grewal (1991); Wang and Tsai (2014) state that brand image is an important element in the process of customers’ purchase decision-making and good brand image can positively impact on purchase intent. According to Wu, Yeh, and Hsiao (2011), commitment with a favorable brand or product will be shaped when the consumers’ purchase intention is positive. Thus, based on the literature, there is a direct relationship 

between customers’ commitment and purchase intent. The research gap and study aim Although there is vast knowledge on online purchasing, there is a gap in the research of structural models explaining the impact of different factors on purchase intent, especially of the kind that proposes the Internet as an international environment. Ghazi, Muhammed, Khalil, Fwwaz, and Raed (2013), as well as Huang and Shyu (2009), state that emerging