How to choose the right influencer for a marketing strategy
Abstract
This paper attempts to build a new model for deciding which social media influencers (SMIs) are suitable for the marketing strategies of businesses. How to choose social media influencers is an unanswered question in the literature, and this study attempts to fill this gap. The study employs a Multiple-Criteria Decision-Making (MCDM) method, the fuzzy decision-making trial and evaluation laboratory model (DEMATEL), to determine the relevance of criteria constructed. It observed SMIs on Instagram and reviewed insights from the literature. Five criteria are proposed for selecting the correct influencers: 1) positioning; 2) target; 3) budget; 4) past campaigns; and 5) the number of followers. Businesses were asked to evaluate these criteria according to their experience with using SMIs. The results suggest that the most important criterion is ‘target’, whereas ‘past campaigns’ is the least influential.
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Author's Biography
Aslı Diyadin Lenger has an undergraduate and Master’s degree in Business from Celal Bayar University, and a PhD in Business from Ege University. She is currently an Assistant Professor of Business Administration at Istanbul Gelişim University. Her works focuses specifically on digitalisation and its impact on marketing. She has several papers published in international and national journals.
Citation
Lenger, Aslı Diyadin (2022, June 1). How to choose the right influencer for a marketing strategy. In the Applied Marketing Analytics: The Peer-Reviewed Journal, Volume 8, Issue 1. https://doi.org/10.69554/EAJL3092.
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