What is the role of influencers in marketing?

Introduction

Influencer marketing has emerged as a powerful tool in the digital marketing landscape, leveraging the reach and credibility of social media personalities to promote products and services. This synthesis explores the role of influencers in marketing, drawing insights from multiple research studies to provide a comprehensive understanding of their impact and effectiveness.

Key Insights

Functional Components of Influencers:
- Influencers serve as audience connectors, endorsers, and social media managers, offering unique value in each role.
Roles and Typologies:
- Influencers can act as spokespersons, co-creators, or co-owners in advertising collaborations, each role involving different levels of engagement and control over product and communication development.
Effectiveness Factors:
- Influencer originality, follower size, and sponsor salience enhance marketing effectiveness, while excessive activity and overly positive posts can diminish it.
- Credibility, pleasantness, and emotional connection are critical traits for both micro and macro influencers in driving engagement and preserving corporate sustainability.
Consumer Behavior Influence:
- Influencers significantly impact consumer behavior through perceived credibility, which affects purchase intentions and attitudes towards products and advertising.
- Trust in influencers, built through expertise, authenticity, and homophily, leads to higher loyalty and positive marketing outcomes.
Strategic Use and Transparency:
- The strategic use of influencers involves selecting those with high credibility and emotional projection skills, balancing costs, and targeting the right audience .
- Transparency in influencer marketing is crucial for maintaining consumer trust and ensuring the effectiveness of sponsored recommendations.
Public Health and Behavioral Change:
- Influencers play a growing role in public health by shaping individual behaviors around diet and food choices, highlighting both potential benefits and risks.

Conclusion

Influencers play a multifaceted role in marketing, acting as connectors, endorsers, and content creators. Their effectiveness hinges on their credibility, emotional connection with followers, and strategic use by brands. By leveraging these factors, marketers can enhance consumer engagement, drive purchase intentions, and achieve sustainable marketing outcomes.

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What is the role of influencers in marketing?

Summary

Introduction

Key Insights

Conclusion

Sources and full results

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

Influencer marketing offers marketers a powerful and undervalued tool by combining audience, endorser, and social media manager components, offering various sources of value.

Multifaceted Influencers: Toward a New Typology for Influencer Roles in Advertising

Influencers play three main roles (spokesperson, cocreator, or co-owner) and eight subroles in advertising collaborations, transforming their role from simple promoters to active participants in product and communication development.

Influencer Marketing Effectiveness

Influencer originality, follower size, and sponsor salience enhance influencer marketing effectiveness, while posts announcing new product launches diminish it.

The commercialization of social media stars: a literature review and conceptual framework on the strategic use of social media influencers

Social media influencers are a strategic marketing tactic with a focus on content strategies, appeal, and transparency, with implications for marketing practice and public policy.

The Role of Influencer Marketing and Social Influencers in Public Health

Influencer marketing plays a significant role in influencing individual diet and food choices, with potential risks and benefits for public health.

Exploring How Influencer and Relationship Marketing Serve Corporate Sustainability

Influencer marketing can enhance customer engagement and commitment, but emotional projection is crucial for both micro and macro influencers, preserving corporate sustainability.

Psychological ownership in social media influencer marketing

Perceived influencer credibility and psychological ownership positively influence consumer behavior, affecting purchase intention, attitude towards advertising, and product.

Trust me, trust me not: A nuanced view of influencer marketing on social media

Expertise, authenticity, and homophily in social media influencers lead to trust, loyalty, and desirable marketing outcomes, while physical attractiveness has no significant impact.

Influencer marketing effectiveness: the mechanisms that matter

Influencer Marketing: How Message Value and Credibility Affect Consumer Trust of Branded Content on Social Media

Influencer marketing positively affects consumer trust in branded content on social media through informative content, influencer trustworthiness, attractiveness, and similarity to followers.

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