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Influencer Marketing Strategy and Sustainability of Millennial Entrepreneurship

Table 3: Implementation of influencer marketing

Business Category of SMI Platform used Role of SMI Extent of control Type of audience Products promoted SMI exclusivity
Skin care Owner-influencerCelebrity Instagram Content creator Full Engaged – IG story & live Single Selected product categories only
Health drinks Owner-influencer InstagramTik TokFacebookRadio soc-med Content creator Full Large audienceEngaged – FB live Single No
Retail CelebrityMega influencer All major soc-med platformsTelegramWhatsappGoogle review Content creatorCreates multiplier effectChampion particular cause Full Large audienceEngaged – Instagram live Single No
Restaurant CelebrityMega influencer InstagramFacebook You Tube Moderator Full Large audience Single No
Beauty Celebrity InstagramTik Tok Content creatorBrings multiplier effect Full Large audience Single No
Diversified Celebrity All major soc-med platformsTelegramWhatsapp Guided content creator No Large audience Multiple No
Clinic Celebrity InstagramTik Tok Content creatorBrings multiplier effect Full Large audience Single For social entrepreneurship only
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