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Conceptualising Influencer Marketing

Author

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  • Diederich BAKKER

    (Hanze University of Applied Sciences)

Abstract

Social media has become a prolific tool for companies to build their brands. An effective way to interact with stakeholders on social media has been the relatively new discipline of ‘influencer marketing’. Here, companies engage social media stars to use their large fan-base to promote products and services on their brand’s behalf. While related to the promotional tactic of word-of-mouth marketing, influencer marketing lacks a theoretical foundation in the academic discourse. This paper aims to fill this gap by offering a conceptualisation to operationalize the new discipline in practice. The conceptualisation proposes brand owners a methodology to choose the right influencers for their brands and guides influencers to perform optimally with their fan base. Lastly, a consumer perspective is taken to the discussion to emphasize the relevance of influencer marketing in the consumer purchase decision-making process.

Suggested Citation

  • Diederich BAKKER, 2018. "Conceptualising Influencer Marketing," Journal of Emerging Trends in Marketing and Management, The Bucharest University of Economic Studies, vol. 1(1), pages 79-87, November.
    • Handle: RePEc:aes:jetimm:v:1:y:2018:i:1:p:79-87
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    Citations

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    Cited by:

    1. Nicole Walzhofer & Marcus Riekeberg & Florian Follert, 2022. "From White Collar to Influencer Marketing? How Banks Can Reach Young Customers," IJFS, MDPI, vol. 10(3), pages 1-26, September.
    2. Krzysztof BORODAKO & Jadwiga BERBEKA & Michał RUDNICKI & Mariusz ŠAPCZYŃSKI, 2021. "Online Visibility and Knowledge-Intensive Business Services Performance: The Scope of Interrelatedness," Journal of Emerging Trends in Marketing and Management, The Bucharest University of Economic Studies, vol. 1(1), pages 157-173, August.
    3. MAGNO, Dominic Elena & EDU, Tudor, 2023. "The influence of social media on contemporary consumer behavior: Part I, Introduction and Literature Review," Holistic Marketing Management Journal, Holistic Marketing Management, vol. 13(3), pages 11-36, September.
    4. Anastasios Panopoulos & Athanasios Poulis & Prokopis Theodoridis & Antonios Kalampakas, 2022. "Influencing Green Purchase Intention through Eco Labels and User-Generated Content," Sustainability, MDPI, vol. 15(1), pages 1-17, December.

    More about this item

    Keywords

    Influencer marketing; social media; brand communication.;
    All these keywords.

    JEL classification:

    • M37 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Advertising

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