Conceptualising influencer marketing

Onderzoeksoutput: ArticleAcademicpeer review

Uittreksel

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.
Originele taal-2English
Pagina's (van-tot)79-87
TijdschriftJournal of emerging trends in marketing and management
Volume1
Nummer van het tijdschrift1
StatusPublished - 18 okt 2018

Vingerafdruk

Marketing
Social media
Conceptualization
Discourse
Decision-making process
Methodology
Purchase decision
Tactics
Owners
Word-of-mouth
Stakeholders

Keywords

  • marketing

Citeer dit

@article{7c99570333b5437ead5ee09150743190,
title = "Conceptualising influencer marketing",
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.",
keywords = "marketing, marketing",
author = "Diederich Bakker",
year = "2018",
month = "10",
day = "18",
language = "English",
volume = "1",
pages = "79--87",
journal = "Journal of emerging trends in marketing and management",
issn = "2537-5865",
number = "1",

}

Conceptualising influencer marketing. / Bakker, Diederich.

In: Journal of emerging trends in marketing and management, Vol. 1, Nr. 1, 18.10.2018, blz. 79-87.

Onderzoeksoutput: ArticleAcademicpeer review

TY - JOUR

T1 - Conceptualising influencer marketing

AU - Bakker, Diederich

PY - 2018/10/18

Y1 - 2018/10/18

N2 - 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.

AB - 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.

KW - marketing

KW - marketing

M3 - Article

VL - 1

SP - 79

EP - 87

JO - Journal of emerging trends in marketing and management

JF - Journal of emerging trends in marketing and management

SN - 2537-5865

IS - 1

ER -