Influencer marketing

Social media influencers produce social media content on platforms such as Instagram, YouTube or TikTok, with which they reach a large number of followers. Collaborations with influencers have therefore become a popular way for companies to promote products or services. Due to their wide reach and personal interest in their content, marketing with influencers has become a popular and effective advertising method for companies.

The goals of the research project on influencer marketing include researching strategies and techniques of influencer marketing communication, such as the design of influencer marketing campaigns, the effect of influencer marketing on key factors of advertising success such as attention, attitude and recall, as well as researching indicators for measuring the success of influencer marketing campaigns.

Empfohlene Startliteratur: 

• Gräve, J.-F.. 2019. What KPIs are Key? Evaluating Performance Metrics for Social Media Influencers. Social Media + Society, 5, 1-9.

• Leung, F. F., F. F. Gu, and R. W. Palmatier. 2022. Online influencer marketing. Journal of the Academy of Marketing Science, 50(2), 226-251.

• Vrontis, D., A. Makrides, M. Christofi, and A. Thrassou. 2021. Social media influencer marketing: A systematic review, integrative framework and future research agenda. International Journal of Consumer Studies, 45(4), 617-644.