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Digital influence: The rise of modern-day influencer marketing and key implications for global business leaders

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  • Backaler, Joel

Abstract

This paper first summarizes the five key factors that have led to the rise of influencers and influencer marketing around the world. Secondly, it introduces a framework to classify influencers based on their topics of specialisation and levels of perceived authority. Thirdly, it spotlights why influencers are becoming a critical component of international marketing strategy and how companies can structure their marketing organisations to maximize the impact of influencer relations on their global business.

Suggested Citation

  • Backaler, Joel, 2019. "Digital influence: The rise of modern-day influencer marketing and key implications for global business leaders," Journal of Digital & Social Media Marketing, Henry Stewart Publications, vol. 7(1), pages 44-52, June.
    • Handle: RePEc:aza:jdsmm0:y:2019:v:7:i:1:p:44-52
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    More about this item

    Keywords

    influencers; influencer marketing; word of mouth; authenticity; global marketing;
    All these keywords.

    JEL classification:

    • M3 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising

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