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Around the world people are looking for alternatives, desiring a better way of doing things: cheaper, faster, more inclusive, more ethical, more flexible, more sustainable, more collaborative and more radical. Businesses in all sectors are being challenged by disruptive technologies, unforeseen competitors, unpredictable consumers and more demanding customers. They need to transform the way that idea and concept creation, product development, brand marketing and company organization are managed, while remaining true to their core values.Businesses need to stay ahead of the competition and understand those dynamic cultural, economic and social trends and new ways of living and consuming that are dictating a new way of doing business. They need to learn from the leaders of disruption, understand the impact of new movements on their businesses and adapt their own plans accordingly.Influencers and Revolutionaries explains how successful new brands, products, services and hyper-agile start-ups are providing answers to the never normal and are eclipsing many legacy brands. Strategists, marketers and product developers need a playbook that informs and explains how they can create the next big thing. This book is for them.Bron : www.amazon.com

Influencer --- Onlinemarketing --- Innovatie

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Met het boek Influencer Marketing (IM) geven Mascha en Max inzicht in welke keuzes er kunnen worden gemaakt en wanneer je IM zou moeten toepassen. Het doel is om de marketeer en Influencer van de juiste informatie te voorzien, zodat er weloverwogen keuzes kunnen worden gemaakt voor het beste resultaat. Ze laten je zien welke opties er zijn, hoe de spelers in deze business zich gedragen en wat je moet doen om te scoren met je campagne. Ze halen cases en voorbeelden aan om te laten zien waar het mis ging, of welke (vaak dappere) keuzes er gemaakt zijn om succes te verzekeren. Dit boek is dan ook bedoeld voor marketeers en influencers (in spe) die succesvol willen zijn. Bron : http://www.standaardboekhandel.be

Influencer --- Marketing --- Onlinemarketing --- Applied marketing

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Influencer --- Media --- Vlaanderen --- Onderzoek Arteveldehogeschool

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Social media influencers rule the world! Gone are the days of worshipping movie stars and athletes only for their talent. Everyday people are fast becoming the new celebrities and thus influencers for Millennials and Generation Z. In the past few years, social media influencers dominate pop culture and brands are eager to work with them to build their brands. From music to gaming; from fashion to sports; from wellness to lifestyle branding there are more than 50 million people calling themselves "creators" and many are influencers amassing a highly engaged community. For brands, what are the most effective ways to identify and cultivate influencers and support content creation? This book is for anyone who wants to understand the landscape of influencer marketing with an eye for collaborations between influencers and companies. Perfect for brand managers and agency professionals, up and coming influencers, and students wanting to enter this exciting field of marketing, this book combines practical advice and examples with an overview of the academic insights to date. Topics include creators and the creator economy, typology of influencers, how to work with them, considerations for campaign design and implementation. Celebrity 2.0: The Role of Social Media Influencer Marketing to Build Brands is a great primer to the influencer marketing ecosystem and the influencer marketing relationship framework to learn how content marketing, native advertising and content marketing all come together.

Branding (Marketing) --- Marketing. --- Internet personalities. --- Influencer marketing. --- Social media influencer. --- Influencers. --- Content marketing. --- Native advertising. --- Influencer marketing agencies. --- Influencer marketplaces. --- Authenticity. --- Expertise. --- Trust. --- Source credibility. --- Social media. --- Internet marketing. --- Social influence.

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In the current context hugely shaped by social media and internet accessibility, an increasing attention is dedicated to alternative marketing initiatives. Because of the incredible number of advertisements that target consumers on a daily basis, brands struggle to find efficient marketing strategies that can actually capture the consumers’ attention. Influencer marketing seems to be an effective strategy to overcome this problem. As consequence of following influencers, especially on Instagram, users are exposed to hundreds of sponsored content each day.
The objective of this dissertation is to analyze whether or not followers perceive differences between sponsored and non-sponsored posts, and eventually, how these differences affect the users’ behaviors.

In order to provide an answer to this question, as first step the author analyzed the existing studies and researches about Influencer marketing, influencers and which main elements are taken into account by followers. Additionally, the thesis explains the role of brands in Influencer marketing and a deep and exhaustive study of purchase intention, message credibility and source authenticity.
Then, the author conducted a qualitative analysis by interviewing Instagram users through in-depth interviews, with the aim to better understand how do users really perceive influencers, sponsoring brands and sponsored content.

The present paper provides several insights for both brands and influencers. From an influencer’s prospective, genuineness, honesty and transparency are what make them authentic as sources, their messages credible and therefore followers likely to be influenced in the purchase intention. Different perceptions between sponsored and non-sponsored content are registered for authenticity and message credibility and only partially expressed in terms of purchase intention. On the other hand, the results presented provide brands with clear instruction on how to select the right influencer and on how to leverage their position in the market and in the consumers’ minds.

Influencer marketing --- influencers --- social media --- Sciences économiques & de gestion > Marketing