Behind influencer marketing: key marketing decisions and their effects on followers' responses

Influencer marketing actions are mostly carried out on social platforms, e.g., Facebook, Instagram and Twitter. However, despite its increasing use, studies on this subject are still scarce. In this research, we focus on four essential factors related to an influencer marketing programme, analyzed i...

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Bibliographic Details
Published inJournal of marketing management Vol. 36; no. 7-8; pp. 579 - 607
Main Authors Martínez-López, Francisco J., Anaya-Sánchez, Rafael, Fernández Giordano, Marisel, Lopez-Lopez, David
Format Journal Article
LanguageEnglish
Published Helensburg Routledge 03.05.2020
Taylor & Francis Ltd
Subjects
brand control
Brands
Celebrities
celebrity congruence
celebrity level
commercial orientation
Congruence
Influencer marketing
Marketing
post
Social networks
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Summary:Influencer marketing actions are mostly carried out on social platforms, e.g., Facebook, Instagram and Twitter. However, despite its increasing use, studies on this subject are still scarce. In this research, we focus on four essential factors related to an influencer marketing programme, analyzed in two separate experimental studies for theoretical reasons and methodological operability: brand control over the shared message and its commercial orientation; and, the celebrity level of the influencer and his/her congruence with the product/service they comment on in the post. We are also interested in the effects of these factors on a set of key responses by the follower with regard to the elements that form part of an influencer marketing action: the influencer, the post, and the product/service.
Bibliography:ObjectType-Article-1
SourceType-Scholarly Journals-1
ObjectType-Feature-2
content type line 14
ISSN:0267-257X
1472-1376
DOI:10.1080/0267257X.2020.1738525