Conceptual Framework of Influencer’s Marketing Power

Petr Weinlich () and Tereza Semerádová ()
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Petr Weinlich: Technical University of Liberec
Tereza Semerádová: Technical University of Liberec

A chapter in Advances in Digital Marketing and eCommerce, 2022, pp 104-111 from Springer

Abstract: Abstract Consumers need to be constantly reassured in these times of the global Covid-19 pandemic. For this reason, brand marketing strategies must be well thought out to keep consumers closer. Influencers have become essential players in creating and strengthening this link between the brand and consumers. This paper, therefore, focuses on the effect of influencer marketing on consumers in relation to brand notoriety and the perception of the influencer. Regarding the literary review, we focus on influencer and brand marketing (notoriety and attitude) and the relationships that link these to other intermediate concepts (influencer credibility, consistency between source and product) leading to purchase intentions. We formulate the conceptual framework of influencers’ marketing power based on these findings.

Keywords: Influencer marketing; Product placement; YouTuber; Influencer collaboration (search for similar items in EconPapers)
Date: 2022
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Persistent link: https://EconPapers.repec.org/RePEc:spr:prbchp:978-3-031-05728-1_13

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DOI: 10.1007/978-3-031-05728-1_13

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