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Influencer Marketing – Persuasion Of The Followers

Author

Listed:
  • Ketrin SZIKSZAI-NÉMETH

    (University of Debrecen, Faculty of Economics and Business, Institute of Applied Economics Sciences, Károly Ihrig Doctoral School of Management and Business, Debrecen, Hungary)

Abstract

The mechanism by which influencer marketing has emerged as a concept is far from new. In the world of advertising, where almost every minute the people are faced with an advertisement, people are becoming more immune to the traditional promotions. Influencer marketing is an excellent alternative for this issue, where the entities formulate and publish the message themselves. Due to the fact that opinion leaders may appear accessible in the eyes of followers, associating a brand with positively evaluated opinion leaders results a positive attitude toward the brand. There are factors which establish a fruitful cooperation between the parties, but they are hard to recognise, and even the researchers have different standpoint, for example with the number of the followers. However, a fallible image, the brand-influencer fit, attractiveness can surely strengthen the effectiveness. And surprisingly it does not necessarily lead to a negative perception of the opinion leader if followers recognize that their post contains advertisement.

Suggested Citation

  • Ketrin SZIKSZAI-NÉMETH, 2020. "Influencer Marketing – Persuasion Of The Followers," Network Intelligence Studies, Romanian Foundation for Business Intelligence, Editorial Department, issue 16, pages 119-124, December.
    • Handle: RePEc:cmj:networ:y:2020:i:16:p:119-124
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    References listed on IDEAS

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    1. McCracken, Grant, 1989. "Who Is the Celebrity Endorser? Cultural Foundations of the Endorsement Process," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 16(3), pages 310-321, December.
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    More about this item

    Keywords

    Advertising; Influencer marketing; Personal branding; Persuasion;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • M37 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Advertising

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