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The Big Four of Influencer Marketing - A Typology of Influencers

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  • Gross, Jana
  • von Wangenheim, Florian

Abstract

Selecting the right type of influencers for an influencer campaign is a challenging task. This article introduces a typology for influencers presenting four distinct types: Snoopers, Informers, Entertainers, and Infotainers. Temporal dynamics and influencer type transitions based on social presence and domain breadth are shown to provide a guideline for companies to successfully scout influencers.

Suggested Citation

  • Gross, Jana & von Wangenheim, Florian, 2018. "The Big Four of Influencer Marketing - A Typology of Influencers," Marketing Review St.Gallen, Universität St.Gallen, Institut für Marketing und Customer Insight, vol. 35(2), pages 30-38.
    • Handle: RePEc:zbw:hsgmrs:275968
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    1. ., 2016. "How can economic inequality influence health?," Chapters, in: Sick of Inequality?, chapter 4, pages 38-47, Edward Elgar Publishing.
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    Cited by:

    1. Barbu Florentina-Simona & Sanda Grigorie & Rusu Corina-Maria & Balint Petronela-Gianina, 2024. "The Impact of Social Networks on the Choice of Tourist Destinations," Proceedings of the International Conference on Business Excellence, Sciendo, vol. 18(1), pages 2327-2343.
    2. Engel, Elena & Gell, Sascha & Heiss, Raffael & Karsay, Kathrin, 2024. "Social media influencers and adolescents’ health: A scoping review of the research field," Social Science & Medicine, Elsevier, vol. 340(C).
    3. E. Mitchell Church, 2024. "The one to watch: Heuristic Determinants of Viewership among Influential Twitch Streamers," Electronic Commerce Research, Springer, vol. 24(3), pages 1795-1820, September.

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