The Big Four of Influencer Marketing - A Typology of Influencers

Jana Gross and Florian von Wangenheim

Marketing Review St.Gallen, 2018, vol. 35, issue 2, 30-38

Abstract: Selecting the right type of influencers for an influencer campaign is a challenging task. This article introduces a typology for influencers presenting four distinct types: Snoopers, Informers, Entertainers, and Infotainers. Temporal dynamics and influencer type transitions based on social presence and domain breadth are shown to provide a guideline for companies to successfully scout influencers.

Date: 2018
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (3)

Downloads: (external link)
https://www.econstor.eu/bitstream/10419/275968/1/MRSG_2018_2_030-038.pdf (application/pdf)

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:zbw:hsgmrs:275968

Access Statistics for this article

Marketing Review St.Gallen is currently edited by Sven Reinecke, Thomas Bieger, Johanna Gollnhofer, Dennis Herhausen, Andreas Herrmann, Christian Hildebrand, Thomas Rudolph, Christian Schmitz, Marcus Schögel, Torsten Tomczak, Dirk Zupancic, Christian Belz, Heinz Weinhold-Stünzi

More articles in Marketing Review St.Gallen from Universität St.Gallen, Institut für Marketing und Customer Insight
Bibliographic data for series maintained by ZBW - Leibniz Information Centre for Economics ().