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The Big Four of Influencer Marketing. A Typology of Influencers.

2018; RELX Group (Netherlands); Linguagem: Inglês

1556-5068

Jana Gross, Florian von Wangenheim,

Digital Communication and Language

Selecting the right type of influencers for an influencer campaign is a challenging task. This article introduces a typology for influencers presenting four distinct types: Snoopers, Informers, Entertainers, and Infotainers. Temporal dynamics and influencer type transitions based on social presence and domain breadth are shown to provide a guideline for companies to successfully scout influencers.