Campbell, C., & Farrell, J. R. (2020). More than meets the eye: The functional components underlying influencer marketing. Business Horizons, 63(4), 469-479.
The author starts by defining the meaning and the whole idea behind the use of social media influencers in marketing campaigns. It is reported that most companies are currently either starting to use influencer marketing or increase its use to get best out of social media marketing campaigns. Regardless of the constantly increasing popularity of influencer marketing on social media, little has been done in terms of academic research and strategic understanding of its use. to date, companies have little knowledge on how to choose influencers for each type of campaign on social media. Therefore, the authors focused on a detailed explanation of the true meaning of influencer marketing, their types and origin of influencers. They further went ahead to discuss the three core components of influencer marketing which include the endorser, social media manager and the audience. It was recommended that marketing managers identify the various types of influencers and evaluate their abilities to contribute to the growth of the brand before engaging them on a marketing campaign contract. Authors of this article also stated that valuation of influencers can be based on elements such as engagement rate, organic reach, post consistency and quality of their content. Authors also included the legal aspect of handling influencer in social media campaigns. It was concluded that it is important for marketing managers to ensure adequate disclosure is evident in the social media influencers’ posts. This move is in accordance to the endorsement guides of 2017 and 2018 which also includes of the social media marketing best practices.
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