Influencer identification and selection on social networking sites: An analysis on Instagram

Author/s Roberta De Michele, Gianluca Marchi
Publishing Year 2018 Issue 2018/4 Language English
Pages 25 P. 129-153 File size 500 KB
DOI 10.3280/MC2018-004008
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The birth and diffusion of social media has changed the way firms engage their customers and develop marketing strategies. This phenomenon has received a great deal of attention from academics and practitioners interested in influencer marketing. This article contributes to the subject by exploring how various influencers act on Instagram and proposing different approaches for identifying and selecting influencers. It further discusses the relationships between different types of influencers, influencers’ selection variables and firms’ brand strategy before concluding with insights for practitioners.

Keywords: Influencer marketing, social media, Instagram

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Roberta De Michele, Gianluca Marchi, Influencer identification and selection on social networking sites: An analysis on Instagram in "MERCATI & COMPETITIVITÀ" 4/2018, pp 129-153, DOI: 10.3280/MC2018-004008