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Influencer Marketing
Influencer Culture
In this section of resources, you will find information on the nature of influencer culture, touching on subjects of influencer tiers, strategies and concrete examples of influencer marketing rights and wrongs. You may be prompted to log-in with your Seton Hall University credentials for some of these resources, but all are free and accessible for your use.
If there are any issues with accessing these materials, please contact Professor Farfan or Librarian Chelsea Barrett.
Influencer Strategies
- Influencer Marketing(2020) - This research starter goes into the background and overview of influencer marketing.
- Trends in Influencer Marketing(2020) - This article/case study gives modern take on certain trends and patterns of influencer marketing.
- How social media influencers’ narrative strategies benefit cultivating influencer marketing: Tackling issues of cultural barriers, commercialised content, and sponsorship disclosure(2021) - This article discusses opportunities and issues in influencer marketing for social media influencers.
- YouTube celebrity endorsement: audience evaluation of source attributes and response to sponsored content(2020) - A real case study of YouTube influencer Verdeliss and the results of a survey analyzing her effectiveness to make people purchase her product endorsements.
- A Call for Authenticity: Audience Responses to Social Media Influencer Endorsements in Strategic Communication(2019) - This article gives analytical view into effectiveness of celebrity endorsement and
influencer collaboration.
Influencer Program-Working with Influencers
- Keys To a Winning Influencer Program(2020) - This article discusses 5 steps to follow for an effective influencer program.
- Double Oreo by Chiara Ferragni(2020) - This case study highlights collaboration between Oreo and influencer Chiara Ferragni.
- Social Media Influencers as a Crisis Risk in Strategic Communication: Impact of Indiscretions on Professional Endorsements(2019) - This article provides the crisis management perspective for businesses and corporations utilizing social media influencers.
- Driving Brand Engagement Through Online Social Influencers: An Empirical Investigation of Sponsored Blogging Campaigns(2019) - This article discusses "factors that drive success of online brand engagement at different stages of the consumer purchase funnel".
- Under the Influence: Social Media Influencers’ Impact on Response to Corporate Reputation Advertising(2021) - This article speaks on the viewpoint of social media influencers having positive effect on the reputation of corporations and businesses.
The Information: Cash for Creators
Types of Influencers
- The 4 Golden Rules Of Influencer Marketing(2017) - This webpage illustrates different types of influencers.
- 12 Types of Influencers You Can Use to Improve Your Marketing(2021) - This page will illustrate information on influencer marketing, including types of influencers and tips on finding influencers.
- Influencer Rates: How Much do Influencers Really Cost in 2021?(2021) - This webpage illustrates the different compensation allocations for influencers at different tier levels.