影响力营销
范围(计算机科学)
集合(抽象数据类型)
社会化媒体
营销
钥匙(锁)
业务
社会学
知识管理
计算机科学
市场营销管理
关系营销
计算机安全
万维网
程序设计语言
作者
Fine F. Leung,Flora F. Gu,Robert W. Palmatier
标识
DOI:10.1007/s11747-021-00829-4
摘要
Online influencer marketing (OIM) has become an integral component of brands’ marketing strategies; however, marketers lack an adequate understanding of its scope, effectiveness, and potential threats. To fill this gap, this article first describes the phenomenon’s background, defines OIM, and delineates its unique features to set the conceptual boundaries for the new concept. Drawing insights from practitioner and consumer interviews, and in line with social capital theory, the authors propose that OIM can be understood as leveraging influencer resources (including follower networks, personal positioning, communication content, and follower trust) to enhance a firm’s marketing communication effectiveness. Six novel propositions illustrate the benefits and potential threats of OIM, which may spur progress toward a theory of OIM. Finally, this article outlines key strategies for effectively managing OIM and identifies important literature–practice gaps to suggest avenues for further research.
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