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Digital influence: The rise of modern-day influencer marketing and key implications for global business leaders
Journal of Digital & Social Media Marketing,
7
(1),
44-52
(2019)
Abstract
This paper first summarizes the five key factors that have led to the rise of influencers and influencer marketing around the world. Secondly, it introduces a framework to classify influencers based on their topics of specialisation and levels of perceived authority. Thirdly, it spotlights why influencers are becoming a critical component of international marketing strategy and how companies can structure their marketing organisations to maximize the impact of influencer relations on their global business.
Keywords: influencers; influencer marketing; word of mouth; authenticity; global marketing
The full article is available to subscribers to the journal.
Author's Biography
Joel Backaler is a global marketing strategist, author and international keynote. He is Managing Director at DuckerFrontier, a member of the National Committee on US–China Relations and the award-winning author of ‘China Goes West’. His work has been featured in Forbes, Harvard Business Review, AdAge and the Financial Times. He has recently launched his second book with Palgrave Macmillan, ‘Digital Influence: Unleash the Power of Influencer Marketing to Accelerate Your Global Business’.
