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How Can Firms Make Influencer Marketing Work for Them?
Ist Teil von
Marketing News, 2023-04, p.22
Ort / Verlag
Chicago: American Marketing Association
Erscheinungsjahr
2023
Link zum Volltext
Quelle
EBSCOhost Business Source Ultimate
Beschreibungen/Notizen
Hughes examines ways that companies can make influencer marketing work for them. Influencer marketing refers to individuals receiving compensation from brands to post about a brand or product on social media. Influencer marketing is expected to grow to be worth $21.1 billion in 2023, having quintupled in size over the last five years, and is now being used by governments, nonprofits, and firms across industries. Despite this ubiquity, however, many questions remain about the best practices for influencer content creation. Two Journal of Marketing articles seek to close this gap. Influencer marketing is most effective when influencers retain creative control over their content, which increases trust and authenticity with their followers.