影响力营销
概念化
普通合伙企业
介绍(产科)
营销
社会化媒体
业务
品牌管理
广告
市场营销管理
计算机科学
关系营销
医学
放射科
万维网
人工智能
财务
作者
Alice Audrezet,Gwarlann de Kerviler,Julie Guidry Moulard
标识
DOI:10.1016/j.jbusres.2018.07.008
摘要
Social media influencers (SMIs) are increasingly being approached by brands to promote products, a practice commonly called influencer marketing. SMIs can take advantage of their influence to obtain personal rewards by entering into partnerships with brands. However, SMI followers value influencers' intrinsic motivations and noncommercial orientation. Thus, SMI–brand collaborations may result in tensions for SMIs' authenticity management. This research applies a qualitative approach based on SMI–brand partnership observations, SMI interviews, and a comparison of these data sources. Two authenticity management strategies emerged from the analysis: passionate and transparent authenticity. We articulate these strategies to propose a four-path framework that provides the first conceptualization of how SMIs can manage authenticity for themselves to resolve the tensions created by brand encroachment into their content. The results offer guidance for both SMIs and marketers on how to best partner with each other to build win–win relationships while protecting SMIs' authenticity.
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