IDEAS home Printed from https://ideas.repec.org/h/spr/sprchp/978-3-031-63516-8_5.html
   My bibliography  Save this book chapter

Advantages and Disadvantages for Brands of Using Social Media Influencers

In: Celebrity, Social Media Influencers and Brand Performance

Author

Listed:
  • Eleonora Cattaneo

    (Glion Institute of Higher Education)

  • Yan Sun

    (Oxford Brookes University)

Abstract

Social media influencers are now a significant part of the fashion industry landscape. In this chapter, Cattaneo and Sun consider influencers’ relationships with their audiences and how this affects consumer sentiment towards the brands they promote. An emerging market perspective is included, focusing on the role of influencers in China and India. The authors also address examples of unsuccessful influencer marketing strategies, where influencers have failed to deliver the expected benefits or negatively affected a brand’s reputation. Finally, two interviews are presented with representatives of brands who have made use of influencers. Alessandro Fragiacomo of Ogilvy UK discusses the evolution and impact of influencers on luxury fashion brands, while designer Joanna Lyle describes her selection criteria and relationships with influencers.

Suggested Citation

  • Eleonora Cattaneo & Yan Sun, 2024. "Advantages and Disadvantages for Brands of Using Social Media Influencers," Springer Books, in: Saloomeh Tabari & Qing Shan Ding (ed.), Celebrity, Social Media Influencers and Brand Performance, chapter 5, pages 79-104, Springer.
    • Handle: RePEc:spr:sprchp:978-3-031-63516-8_5
    DOI: 10.1007/978-3-031-63516-8_5
    as

    Download full text from publisher

    To our knowledge, this item is not available for download. To find whether it is available, there are three options:
    1. Check below whether another version of this item is available online.
    2. Check on the provider's web page whether it is in fact available.
    3. Perform a search for a similarly titled item that would be available.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:spr:sprchp:978-3-031-63516-8_5. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Sonal Shukla or Springer Nature Abstracting and Indexing (email available below). General contact details of provider: http://www.springer.com .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.