Influencer Marketing

from Wikipedia, the free encyclopedia

Influencer marketing (from English to influence : to influence), also known as multiplier marketing , is a discipline of online marketing in which companies specifically integrate opinion makers ( influencers ) and thus people with reputation, influence and reach into their brand communication. So-called influencers are actors in the social web who have built a relevant number of social relationships with and influence on their followers through content production, content distribution and interaction with their followers. Because of their skills and characteristics, organizations try to use influencers in their own communication activities. Successful influencers have social authority and trustworthiness. You show dedication, behave consistently, are committed and appear professionally competent. They are seen by their followers as experts and are considered trustworthy role models whose opinions and recommendations are taken into account. This allows them to influence the perception and sales of brands as well as goods and services.

Influencer marketing is a part of strategic influencer communication. Strategic influencer communication has established itself in research as a generic term for communication activities that are aimed directly at influencers or include them in communication activities in order to achieve organizational goals. These goals can be marketing goals as well as PR goals. The term strategic influencer communication highlights the influencer as an actor in strategic communication and is to be understood as an instrument of strategic communication.

Influencers can take on five different roles for organizations and their communication activities: content creator, multiplier, protagonist (or testimonial), moderator and consultant.

properties

In influencer marketing, companies use the reputation of high-reach opinion leaders to achieve communication and brand goals. As a rule, influencer marketing is aimed at sales, awareness or improving the image of a brand. Influencers make a brand or a product the subject of discussion, recommend this to their target group and create suitable content for the brands presented. The advantage of influencer marketing lies in the multiplier function, i.e. H. new target groups become aware of a brand. In the next step, the influencer's subscribers spread this message further. This recommendation behavior can be done online - via blogs , in forums or via social media - as well as offline - at events and in private. Influencer marketing is based on the effective and widespread mechanism of word of mouth . Studies show a greater influence of personal recommendations on consumer behavior and trust compared to all other forms of advertising.

literature

  • Nadja Enke; Nils. S. Borchers: From goals to implementation: planning, organization and evaluation of influencer communication. In: Influencer Relations. Springer Fachmedien Wiesbaden, Wiesbaden 2018, ISBN 978-3-658-21188-2 , pp. 177-200.
  • Nadja Enke; Nils S. Borchers: Results report: Management of strategic influencer communication. DOI: 10.13140 / rg.2.2.18761.24160
  • Harald Reil: Influencer Marketing - The fine art of influencing opinion leaders . GBI-Genios , Munich 2014, ISBN 978-3-7379-5575-1 .
  • Erwin Lammenett: Influencer Marketing - Opportunities, Potentials, Risks, Mechanisms, Structured Entry, Software Overview. Roetgen 2017, ISBN 978-1-5486-3834-4 .
  • Marlis Jahnke: Influencer Marketing: For companies and influencers: strategies, platforms, instruments, legal framework. With many examples . Ed .: Marlis Jahnke. 1st edition. Springer Gabler , Wiesbaden 2018, ISBN 978-3-658-20853-0 .

Web links

Individual evidence

  1. ↑ Nadja Enke, Nils S. Borchers: From goals to implementation: planning, organization and evaluation of influencer communication . In: Influencer Relations . Springer Fachmedien Wiesbaden, Wiesbaden 2018, ISBN 978-3-658-21187-5 , p. 177-200 , doi : 10.1007 / 978-3-658-21188-2_12 .
  2. ↑ Karsten Kilian: Influencer Marketing - Brand Success with high-reach, prominent testimonials. (PDF) In: Transfer . June 2017, accessed January 15, 2018 .
  3. ↑ Nadja Enke, Nils Borchers: Results report: Management of strategic influencer communication . May 1, 2018, doi : 10.13140 / rg.2.2.18761.24160 ( researchgate.net [accessed June 23, 2018]).
  4. ↑ Nadja Enke, Nils Borchers: Results report: Management of strategic influencer communication . May 1, 2018, doi : 10.13140 / rg.2.2.18761.24160 ( researchgate.net [accessed June 29, 2018]).
  5. ↑ Marco Saal: Influencer Marketing depends on traditional advertising in terms of credibility. In: horizon . October 31, 2016, accessed November 30, 2016 .
  6. ↑ NDR: Social Media: The Youngster Entrepreneur. Retrieved April 8, 2019 .
  7. ↑ z. B. Instagram - Interview with Caro Daue
  8. ↑ Global Trust in Advertising. (PDF) Nielsen , September 2015, accessed November 30, 2016 (English, 4.4 MB).