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The Big Four of Influencer Marketing - A Typology of Influencers

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  • Gross, Jana
  • von Wangenheim, Florian

Abstract

Selecting the right type of influencers for an influencer campaign is a challenging task. This article introduces a typology for influencers presenting four distinct types: Snoopers, Informers, Entertainers, and Infotainers. Temporal dynamics and influencer type transitions based on social presence and domain breadth are shown to provide a guideline for companies to successfully scout influencers.

Suggested Citation

  • Gross, Jana & von Wangenheim, Florian, 2018. "The Big Four of Influencer Marketing - A Typology of Influencers," Marketing Review St.Gallen, Universität St.Gallen, Institut für Marketing und Customer Insight, vol. 35(2), pages 30-38.
    • Handle: RePEc:zbw:hsgmrs:275968
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    1. ., 2016. "How can economic inequality influence health?," Chapters, in: Sick of Inequality?, chapter 4, pages 38-47, Edward Elgar Publishing.
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