2018 - Franco Angeli
Article
Digital Version
Télécharger | Copier/coller | Impression
Influencer identification and selection on social networking sites : an analysis on Instagram
129-153 p.
- The birth and diffusion of social media has changed the way firms engage their customers and develop marketing strategies. This phenomenon has received a great deal of attention from academics and practitioners interested in influencer marketing. This article contributes to the subject by exploring how various influencers act on Instagram and proposing different approaches for identifying and selecting influencers. It further discusses the relationships between different types of influencers, influencers' selection variables and firms' brand strategy before concluding with insights for practitioners. [Publisher's text].
Fait partie de
Mercati e competitività : 4, 2018-
Informations
Code DOI : 10.3280/MC2018-004008
ISSN: 1972-4861
KEYWORDS
- Influencer marketing, social media, Instagram
-
Dans le même fichier
- What is happening to the brand?
- Emerging trends in qualitative research : a focus on Social Media
- The other meta of meta-analysis : qualitative and text-based approaches to analysis of analyses in marketing
- A (Social Media) picture is worth a thousand words
- Exploring the Role of NVivo Software in Marketing Research
- Qualitative Comparative Analysis (QCA) : a useful methodological tool for research in the social sciences : an example from the online word-of-mouth context
- How to use digital diaries in data collection to engage networked consumers
- Influencer identification and selection on social networking sites : an analysis on Instagram
- Book reviews