A checklist for managers to enhance influencer partnerships and avoid potential pitfalls

Kylie McMullan

Business Horizons, 2023, vol. 66, issue 4, 443-452

Abstract: Influencer marketing continues to be popular with marketing managers because of its effectiveness as a marketing tactic for raising brand awareness and ROI. To date, much of the literature on influencer marketing focused on its benefits, but it also bears potential risks: not all influencer marketing experiences are positive. While influencer marketing is still emerging in the digital space, managers should not forgo supplier managerial principles when hiring influencers. This article provides a checklist to help managers navigate this marketing tactic and avoid potential mistakes by encouraging the same due diligence they would with other suppliers. The checklist asks nine questions during the life cycle of an influencer relationship—including selection, performance and contract management, and reputation management—and is corroborated by the marketing literature but should be applied by managers. To demonstrate this, several case studies were examined in which managers should have considered supplier management when engaging with influencers. By employing the checklist amid influencing marketing efforts, managers can avoid the mistakes identified in the case studies.

Keywords: Influencer marketing; Power theory; Agency theory; Opportunistic behavior; Social proof (search for similar items in EconPapers)
Date: 2023
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Persistent link: https://EconPapers.repec.org/RePEc:eee:bushor:v:66:y:2023:i:4:p:443-452

DOI: 10.1016/j.bushor.2022.09.003

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