A study of social media influencer marketing strategy adjustment based on big data analysis

Abstract With the development of the Internet, social media has brought new shopping experiences to consumers, and enterprises have joined the wave of social media marketing, which has led consumers to buy their wishes through social media. This paper analyzes the reconstruction of marketing activities in terms of information dissemination, audience expansion, and community building. According to the behavior of social media users, the key indicators of media marketing include the consumer’s awareness of media marketing, consumer behavior, and how these indicators affect the willingness to buy. The article presents the direction for adjusting the social media influence marketing strategy. Marketers must take into account the comprehensive value of the affected people when selecting the influence. At the same time, the cognitive effect of social media on channel optimization is significantly affected by the elimination of costs, and optimizing channels also benefits marketing effectiveness.