INFLUENCER MARKETING – PERSUASION OF THE FOLLOWERS

Ketrin Szikszai-Németh
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Ketrin Szikszai-Németh: University of Debrecen, Faculty of Economics and Business, Institute of Applied Economics Sciences, Károly Ihrig Doctoral School of Management and Business, Debrecen, Hungary

Network Intelligence Studies, 2020, issue 16, 119-124

Abstract: The mechanism by which influencer marketing has emerged as a concept is far from new. In the world of advertising, where almost every minute the people are faced with an advertisement, people are becoming more immune to the traditional promotions. Influencer marketing is an excellent alternative for this issue, where the entities formulate and publish the message themselves. Due to the fact that opinion leaders may appear accessible in the eyes of followers, associating a brand with positively evaluated opinion leaders results a positive attitude toward the brand. There are factors which establish a fruitful cooperation between the parties, but they are hard to recognise, and even the researchers have different standpoint, for example with the number of the followers. However, a fallible image, the brand-influencer fit, attractiveness can surely strengthen the effectiveness. And surprisingly it does not necessarily lead to a negative perception of the opinion leader if followers recognize that their post contains advertisement.

Keywords: Advertising; Influencer marketing; Personal branding; Persuasion (search for similar items in EconPapers)
JEL-codes: M31 M37 (search for similar items in EconPapers)
Date: 2020
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Persistent link: https://EconPapers.repec.org/RePEc:cmj:networ:y:2020:i:16:p:119-124

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