Digital influence: The rise of modern-day influencer marketing and key implications for global business leaders

Joel Backaler

Journal of Digital & Social Media Marketing, 2019, vol. 7, issue 1, 44-52

Abstract: This paper first summarizes the five key factors that have led to the rise of influencers and influencer marketing around the world. Secondly, it introduces a framework to classify influencers based on their topics of specialisation and levels of perceived authority. Thirdly, it spotlights why influencers are becoming a critical component of international marketing strategy and how companies can structure their marketing organisations to maximize the impact of influencer relations on their global business.

Keywords: influencers; influencer marketing; word of mouth; authenticity; global marketing (search for similar items in EconPapers)
JEL-codes: M3 (search for similar items in EconPapers)
Date: 2019
References: Add references at CitEc
Citations:

Downloads: (external link)
https://hstalks.com/article/244/download/ (application/pdf)
https://hstalks.com/article/244/ (text/html)
Requires a paid subscription for full access.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:aza:jdsmm0:y:2019:v:7:i:1:p:44-52

Access Statistics for this article

More articles in Journal of Digital & Social Media Marketing from Henry Stewart Publications
Bibliographic data for series maintained by Henry Stewart Talks ().