Martínez-López, F. J., Anaya-Sánchez, R., Fernández Giordano,M., & Lopez-Lopez, D. (2020). Behind influencer marketing: key marketing decisions and their effects on followers’ responses. Journal of Marketing Management, 36(7-8), 579-607.
Influencer marketing activities are commonly found on social media platforms such as Instagram, Facebook, and Twitter. However, authors affirm that regardless of the increasing popularity of the use of influencers in marketing, there is a scarcity of studies in this field. This study focused on the four core factors that relate to influencer marketing. These factors were classified into two separate experimental studies methodological operability and theoretical reasons. The first category was the control of a brand over the shared message and its commercial orientation. The second one was the level of influence among celebrities and their congruence with the product or service they comment in their social media posts. Authors of this paper were also interested in understanding the effects of the highlighted factors. The authors were further interested in the effects of the factors on the follower responses with regard to the fundamental elements that are a part of the influencer marketing. These elements include influencer, the social media post and the product or service.