The Role of Influencers, Celebrity Endorsements, and Identifying Opinion Leaders

Klaus Solberg Söilen
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Klaus Solberg Söilen: Halmstad University

Chapter 14 in Digital Marketing, 2024, pp 171-185 from Springer

Abstract: Abstract This chapter explores the significant roles of influencers, celebrity endorsements, and opinion leaders in modern marketing strategies. Influencers build trust and authenticity through dedicated social media followings, engaging audiences with relatable content. Celebrity endorsements leverage the fame of well-known personalities to enhance brand appeal and attract larger audiences. Opinion leaders provide authoritative recommendations within specific communities, adding credibility and depth to marketing efforts. The chapter discusses the Influencers ABCC framework (Authenticity, Brand Fit, Community, and Content) for selecting the right influencers. It categorizes influencers into mega, macro, micro, and nano-influencers and highlights their platforms, such as Instagram, YouTube, and LinkedIn. Effective collaboration with influencers and opinion leaders involves clear communication, detailed briefs, and regular monitoring. Managing risks associated with endorsements requires transparency, swift action, and a crisis management plan. The chapter emphasizes the value of influencers, showcasing examples like Nike’s successful partnerships with athletes. Overall, it underscores the strategic importance of leveraging influential figures to boost brand engagement and consumer trust.

Date: 2024
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DOI: 10.1007/978-3-031-69518-6_14

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