Literature Review Influencer Marketing

1434 Words Sep 23rd, 2013 6 Pages
LITERATURE REVIEW : INFLUENCER MARKETING
INTRODUCTION
Influencer marketing has emerged as one of the fastest-growing social marketing practices as brand marketers look to connect with consumers and customers in meaningful and authentic ways often through the collective voice of active bloggers that are passionate and vocal about the brands they love. It represents a form of Word of Mouth marketing, which we define as an unpaid form of promotion – oral or written- in which satisfied consumers tell other people how much they like a product, service, business or event.
Marsden (2005) says that research shows that word of mouth (WoM) is at least twice as powerful as traditional marketing communications in influencing sales, and given the
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A similar figure is reported from the US where according to the Keller Fay Group 73% of marketing-related conversations take place in person, and only 10% happen online. So, the focus of your WoM or influencer marketing strategy should be face-to-face (mouth not mouse), rather than mouse-to-mouse communication
Central to most strategies designed to amplify WoM is the notion of influencers, which put simply means targeting those who have the greatest viral impact rather than engaging the masses. However, the theory that there are influencers that have disproportionate impact is not universally accepted, as we shall discuss later.
The Word of Mouth Marketing Association defines an influencer as a person who has a greater than average reach or impact through word of mouth in a relevant marketplace. Malcolm Gladwell, a New York Times journalist and the author of “The Tipping Point”, first stressed the importance of the so-called “influentials”. He categorises influentials into three different categories:
1. Connectors are the people who link us to the rest of the world
2. Mavens are the information specialists who accumulate and share knowledge
3. Salesmen are the “persuaders” who possess the powerful negotiation skills
Keller and Berry in their book “The Influentials” categorise influencers by reference to the nature of their influence:
1.
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