Influencer Marketing: How to Be Successful in the Age of Chronically Online Consumers

Drenten Jenna
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Drenten Jenna: Associate Professor of Marketing, Quinlan School of Business, Loyola University Chicago

NIM Marketing Intelligence Review, 2025, vol. 17, issue 1, 10-17

Abstract: Influencers have been navigating the front lines of chronically online consumer culture. They’ve mastered the art of engaging with hyper-specific audiences, responding to fleeting trends with agility and maintaining relevance in a constantly shifting landscape. The influencer marketing strategy shifts away from calculated perfection and embraces the unpredictable, often absurd humor of chronically online consumer culture. Its foundation remains rooted in the principle that made influencer marketing successful in the first place: authenticity. Influencers not only reflect the interests of their communities but also shape them. Their ability to detect and respond to cultural shifts makes them indispensable partners for brands aiming to remain relevant in the digital age. The days of the “Big Influencer” aren’t entirely over, but they are no longer the whole story. Chronically online influencer marketing marks a broadening of how brands approach influencer marketing: an antidote to the overly polished campaigns and a return to authenticity. It requires brands to be bold, authentic and adaptable, leveraging the quirks of digital culture to foster genuine connections.

Keywords: Influencer Marketing; Content Creators; Social Media Marketing; Chronically Online Consumers (search for similar items in EconPapers)
Date: 2025
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Persistent link: https://EconPapers.repec.org/RePEc:vrs:gfkmir:v:17:y:2025:i:1:p:10-17:n:1002

DOI: 10.2478/nimmir-2025-0002

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