Autori
Marchi, Gianluca
De Michele, Roberta

Titolo
Influencer identification and selection on social networking sites: An analysis on Instagram
Periodico
Mercati e competitività
Anno: 2018 - Fascicolo: 4 - Pagina iniziale: 129 - Pagina finale: 153

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.



SICI: 1826-7386(2018)4<129:IIASOS>2.0.ZU;2-L
Testo completo: http://www.francoangeli.it/riviste/Scheda_Rivista.aspx?IDArticolo=62817&Tipo=Articolo PDF

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