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Cited by 935

The DOI matches its Crossref record; 3 of the 3 references it cites were found in a registry or an index.

More than meets the eye: The functional components underlying influencer marketing

Campbell, Colin, Farrell, Justine Rapp·2020·Business Horizons
DOI 10.1016/j.bushor.2020.03.003
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Abstract

Influencer marketing is the practice of compensating individuals for posting about a product or service on social media. Influencer marketing is on the rise, and many marketers now plan either to start using influencers or to increase their use of them in their media mixes. Despite such growth, relatively little strategic or academic insight exists that is specific to influencers. In this article, we describe the roots of influencer marketing and the many different types of influencers that now exist. We identify influencers’ three functional components: the audience, the endorser, and the social media manager. We then detail for each of these components the different sources of value influencers potentially offer marketers. We draw on relevant academic research to offer advice about how to leverage each component strategically. We close by describing how the interplay of these functional components makes influencers a potentially powerful—and undervalued—marketing tool.

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Metadata

Authors
Campbell, C., & Farrell, J. R.
Venue
Business Horizons
Publisher
Elsevier BV
Published
2020-07
Volume
63
Issue
4
Pages
469-479
ISSN
0007-6813 (ISSN-L)
DOI
10.1016/j.bushor.2020.03.003
OpenAlex
W3013347864
Cited by
935
References
3
FWCI
118.98
Type
journal article
Language
en
Open access
closed
Licence
  • www.elsevier.com/tdm/userlicense/1.0/ (tdm)
  • www.elsevier.com/legal/tdmrep-license (tdm)

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Campbell, C., & Farrell, J. R. (2020). More than meets the eye: The functional components underlying influencer marketing. Business Horizons. https://doi.org/10.1016/j.bushor.2020.03.003

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