What is social media influencer marketing
Definición de influencers según autores
Abidin, C. (2016). Trabajo de visibilidad: Engaging with Influencers' fashion brands and #OOTD advertorial campaigns on Instagram. Media International Australia, 161(1), 86-100. https://doi.org/10.1177/1329878X16665177
Amos, C., Holmes, G., & Strutton, D. (2008). Exploring the relationship between celebrity endorser effects and advertising effectiveness: A quantitative synthesis of effect size. International Journal of Advertising, 27(2), 209-234. https://doi.org/10.1080/02650487.2008.11073052
Audrezet, A., de Kerviler, G., & Guidry Moulard, J. (2018). La autenticidad bajo amenaza: Cuando los influenciadores de los medios sociales necesitan ir más allá de la autopresentación. Journal of Business Research, julio. https://doi.org/10.1016/j.jbusres.2018.07.008
Bagozzi, R. P., Davis, F. D. D., & Warshaw, P. R. (1992). Development and Test of a Theory of Technological Learning and Usage. Human Relations, 45(7), 659-686. https://doi.org/10.1177/001872679204500702
Bailey, A. A., Bonifield, C. M., & Arias, A. (2018). Uso de medios sociales por jóvenes consumidores latinoamericanos: Una exploración. Journal of Retailing and Consumer Services, 43(febrero), 10-19. https://doi.org/10.1016/j.jretconser.2018.02.003
How does influencer marketing work?
Influencer Marketing is the methodology through which a brand pays or encourages influential people in a specific topic to spread its message. It can consist of promoting a specific product, generating expectation for a campaign, or achieving a specific diffusion.
What type of marketing is influencer marketing?
At a basic level, influencer marketing is a type of social media marketing that uses endorsements and product mentions from influencers or people who have a specific social audience and are seen as experts in their niche.
Social influence marketing pdf
Hyperconnected in a personalized world. This could be one of the definitions of the contemporary social context that technology and its different uses have been drawing hand in hand with today's society. All social and economic sectors, in a structural way, and the agents that participate in them, in a particular way, live a constant challenge where changes are happening at great speed. Catalysts of this dynamic are, without a doubt, the social media that have contributed to create and promote a technologically hyperconnected world, and have allowed the development of the figure of the social media influencer, one of the biggest trends in digital marketing today. The general objective of this research is to determine the keys to the communication success of the social media influencer Carlos Ríos (creator of the healthy lifestyle movement realfooding) on Instagram, through the analysis of his profile @carlosriosq and his product "Café Secreto". For this purpose, a documentary analysis is carried out with the data collected from the tools: Keyhole and InstaBro. The results obtained allow us to clarify the communication guidelines for building a brand on Instagram, among which, after the study of "Café Secreto", the redefinition of communication in the product launch phases stands out.
Book influencers pdf
First, let's look at what an influencer is. An influencer is someone with millions of followers and a global presence. Think @KylieJenner or @MirandaSings. Basically, a social media influencer endorses a product on their account by wearing a certain brand's clothing, drinking a certain brand's drink or supporting a certain brand's cause. The more followers a social media influencer has, the more attention their post will garner. Customers look to social media influencers as a trusted source of information regarding which products work best, which products are trending, and which products they should invest in.
The problem is that the more "famous" a social media influencer becomes, the more removed they are from the average customer and the less your customers will trust that influencer's endorsements.
Because micro-influencers are often very knowledgeable within their industry, they can do more than simply tag your brand in an image. They can explain how your product helped them and why they want to promote it. In addition, they can show your products in action and explain how they work and how best to use them.
What is social media influencer marketing en línea
In addition, with influencer marketing, B2B brands achieve results from increased brand awareness and reputation to direct increases in sales, details the B2B Influencer Study 2022.
According to the B2B Influencer Study 2022, brands should look beyond metrics such as followers and subscribers and focus on more valuable attributes such as the honesty and values an influencer has when conveying a message.
Relevance and trustworthiness are what B2B brands value most when working with an influencer. TopRank Marketing asked respondents to rank a list of qualities and these were the results:
In 2022, webinars are the clear favorite. When asked what types of content are favored in the current B2B influencer marketing trend, respondents who participated in the B2B 2022 Influencer Study said:
This report finds that the biggest opportunity for B2B brands lies in strategy development, with less than half of B2B marketers saying they have a clear and documented influencer strategy.
