Closer Connection for Perfection
Abstract: As influencer marketing has become a widely used marketing strategy for companies to reach new and existing audiences, marketing professionals need to better understand how to manage influencer marketing based on strategic factors to create value. One strategic factor and potential source of value is the relationship between influencers and their audiences. Recent research suggests smaller influencers have closer connections to their audiences than larger influencers, enabling marketing professionals to leverage higher engagement rates and perceptions of authenticity, credibility, and congruence to create marketing value. Meanwhile, the opportunities and values of smaller influencers need to be balanced with the inherent challenges of managing them, causing deterioration of potential value. Thus, this qualitative study provides insight into the experiences with and perceptions of managing influencer marketing with smaller influencers among marketing professionals in Sweden employed by 1) sponsors, namely large B2C companies, and 2) intermediaries, such as digital marketing, media, PR-, advertising and influencer marketing agencies. Seventeen marketing professionals were interviewed. Results indicate marketing professionals employ a wide range of assessment and value creation activities to manage the opportunities and value of smaller influencers, as well as a wide range of activities to mitigate challenges and protect value from deteriorating in the process, which can have both managerial and academic implications. Furthermore, future opportunities in the influencer marketing industry are addressed to shed light on future areas of research.
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