What is it worth? The value chasm between brand and influencers

Ted Murphy and Ryan Schram
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Ryan Schram: IZEA, USA

Journal of Brand Strategy, 2014, vol. 3, issue 1, 31-40

Abstract: The concept of sponsored social media is growing in popularity and investment level, as marketers realise that traditional display advertising is dead or dying. The category includes individual influencers as well as mainstream publishers, and features campaigns that are becoming more sophisticated and being executed through a variety of media and platforms. Above all, quality is king for both marketers and influencers and compensation for social media posts is becoming expected, if not required.

Keywords: sponsored social; content marketing; scalability; native advertising; influencer marketing (search for similar items in EconPapers)
JEL-codes: M3 (search for similar items in EconPapers)
Date: 2014
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