Decoding influencer marketing from a community perspective: typologies and marketing management implications

Purpose Since influencer marketing becomes more sophisticated, it is difficult for brands to manage the strategy and process of this marketing practice. With a practical focus, this study aims at helping marketers cope with the challenge by developing conceptual typologies for influencers and followers and suggesting marketing implications for each type of influencer and follower. Design/methodology/approach This study subscribes to the perspectives of virtual community and social information processing to develop conceptual typologies for influencers and followers based on their essential characteristics. Findings Based on levels of expertise and interactivity, influencers can be categorized as broadcasters, leaders, friends and companions. Each type has advantages in certain branding objectives (e.g. increasing awareness, inducing judgments and feelings, building brand and user imagery, encouraging pro-brand behaviors and managing relationships) and is associated with certain marketing limitations (e.g. reach, domain breadth, informational support, brand congruence and relationship management). Based on levels of behavioral engagement and the point of attachment, followers are categorized into spectators, participants, admirers and advocators, with specific marketing communication strategies most effective for each type (e.g. strategies of content, narratives, engagement and co-branding). Originality/value The study translates the idea of influencer community into a practically useful framework for practitioners to best leverage influencer marketing and an innovative perspective for scholars to further investigate the phenomenon.