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Areas of influence in influencer marketing. To what extent is the communication under brand control?

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  • Łaszkiewicz Anna

    (Department of Marketing, Faculty of Management, University of Łódź, ul. Matejki 22/26, 90-237 Łódź, Poland)

Abstract

The article discusses the issue of influencer marketing in the context of social, technological and individual changes that affect the effectiveness of marketing communications. Limitations resulting from consumer preferences, media fragmentation and information overload make it increasingly difficult for brands to build awareness and reach audiences. Influencer marketing is an area that is increasingly willing to be used in the communication mix, but also in this area, we observe a growing number of limitations, which are worth being aware of when planning activities in this area. The purpose of this paper is to identify the limitations arising from the use of algorithms by social media platforms that determine the layout and visibility of content in the feed. The author developed an overview of algorithm changes on the Instagram platform and reviewed the literature on this issue concerning the Instagram platform, which is indicated as the most frequently used by marketers for activities in the field of influencer marketing. Visibility restrictions due to algorithms affect not only brands but also influencers. However, influencers take a number of actions to recognise the rules imposed by algorithms, thus building greater visibility for their content. Additionally, they can support brands with their expert experience. Therefore, the choice of an influencer for cooperation should, in addition to essential parameters related to brand fit, consider the effectiveness of reaching new audiences through the skilful use of knowledge and experience in the changing rules of algorithms.

Suggested Citation

  • Łaszkiewicz Anna, 2022. "Areas of influence in influencer marketing. To what extent is the communication under brand control?," Marketing of Scientific and Research Organizations, Sciendo, vol. 46(4), pages 1-16, December.
    • Handle: RePEc:vrs:mosaro:v:46:y:2022:i:4:p:1-16:n:1
    DOI: 10.2478/minib-2022-0018
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    References listed on IDEAS

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    1. Gaenssle, Sophia & Budzinski, Oliver, 2019. "Stars in social media: New light through old windows?," Ilmenau Economics Discussion Papers 123, Ilmenau University of Technology, Institute of Economics.
    2. Michael Luca & Georgios Zervas, 2016. "Fake It Till You Make It: Reputation, Competition, and Yelp Review Fraud," Management Science, INFORMS, vol. 62(12), pages 3412-3427, December.
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