Influencer identification and selection on social networking sites: An analysis on Instagram

Titolo Rivista MERCATI & COMPETITIVITÀ
Autori/Curatori Roberta De Michele, Gianluca Marchi
Anno di pubblicazione 2018 Fascicolo 2018/4
Lingua Inglese Numero pagine 25 P. 129-153 Dimensione file 500 KB
DOI 10.3280/MC2018-004008
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FrancoAngeli è membro della Publishers International Linking Association, Inc (PILA)associazione indipendente e non profit per facilitare (attraverso i servizi tecnologici implementati da CrossRef.org) l’accesso degli studiosi ai contenuti digitali nelle pubblicazioni professionali e scientifiche

The birth and diffusion of social media has changed the way firms engage their customers and develop marketing strategies. This phenomenon has received a great deal of attention from academics and practitioners interested in influencer marketing. This article contributes to the subject by exploring how various influencers act on Instagram and proposing different approaches for identifying and selecting influencers. It further discusses the relationships between different types of influencers, influencers’ selection variables and firms’ brand strategy before concluding with insights for practitioners.

Keywords:Influencer marketing, social media, Instagram

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Roberta De Michele, Gianluca Marchi, Influencer identification and selection on social networking sites: An analysis on Instagram in "MERCATI & COMPETITIVITÀ" 4/2018, pp 129-153, DOI: 10.3280/MC2018-004008