Mass Reach or Mass Impact? - A Taxonomy on Influencer Cooperations

Jasmin Farouq and Marcus Schögel

Marketing Review St.Gallen, 2018, vol. 35, issue 2, 40-48

Abstract: Hardly any other phenomenon has dominated the marketing world in the past few months as Influencer Marketing. Specifically designing the cooperations with influencers is crucial for companies to exploit the full potential. This article presents a taxonomy of the four main archetypes of influencer cooperations, develops a classification with specific features and contributes a guide on how to start and run influencer marketing.

Date: 2018
References: View complete reference list from CitEc
Citations:

Downloads: (external link)
https://www.econstor.eu/bitstream/10419/275969/1/MRSG_2018_2_040-048.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:275969

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 ().