Hi all, so much has been said and written about the role of influencers in influencer marketing. So far, most studies focus on influencers in terms of their number of followers, thus we have nano, micro, macro, etc....
In a recent study ( Himelboim, I., & Golan, G. J. (2019). A social networks approach to viral advertising: The role of primary, contextual, and low influencers. Social Media+ Society, 5(3), 2056305119847516. ), my coauthor and I provide a new perspective on how influencers can be conceptualized beyond their level of followership.
I would love to hear about any recent study (or any MUST READ study) that deals with different types of social media influencers.
Thanks
Please find an article and a thesis, which I used extensively in my research on YouTube marketing communication among young cohorts (Gen Y and Z), and may be of some benefit to you:
Baramidze, T. (2018). “The effect of influencer marketing on customer behavior. the case of youtube influencers in makeup industry”, Master thesis, Vytautas Magnus University, Kaunas, Lithuania.
Evans, N.J., Hoy, M.G. and Childers, CCC. (2018), “Parenting ‘YouTube Natives’: The impact of pre-roll advertising and text disclosures on parental responses to sponsored child influencer videos”, Journal of Advertising, 47(4):326-346. .
Hi, if you are looking a good way to define who can be considered as an influencer you can read : Freberg, K., Graham, K., McGaughey, K., & Freberg, L. A. (2011). Who are the social media influencers? A study of public perceptions of personality. Public Relations Review, 37(1), 90-92.
I hope it will be helpful for your research.
Stephane
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