Behind influencer marketing: key marketing decisions and their effects on followers’ responses

Francisco J. Martínez-López, Rafael Anaya-Sánchez, Marisel Fernández Giordano, David Lopez-Lopez

Producció científica: Article en revista indexadaArticleAvaluat per experts

119 Cites (Scopus)

Resum

Influencer marketing actions are mostly carried out on social platforms, e.g., Facebook, Instagram and Twitter. However, despite its increasing use, studies on this subject are still scarce. In this research, we focus on four essential factors related to an influencer marketing programme, analyzed in two separate experimental studies for theoretical reasons and methodological operability: brand control over the shared message and its commercial orientation; and, the celebrity level of the influencer and his/her congruence with the product/service they comment on in the post. We are also interested in the effects of these factors on a set of key responses by the follower with regard to the elements that form part of an influencer marketing action: the influencer, the post, and the product/service.

Idioma originalAnglès
Pàgines (de-a)579-607
Nombre de pàgines29
RevistaJournal of Marketing Management
Volum36
Número7-8
DOIs
Estat de la publicacióPublicada - 3 de maig 2020

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