What drives consumers to engage with influencers? Segmenting consumer response to influencers: Insights for managing social-media relationships

Recent years have seen a significant increase in influencer advertising, a strategy applied to drive brand awareness and purchase by leveraging everyday opinion leaders on social media.
Farrell, Campbell, and Sands

MANAGEMENT SLANT

  • Despite its increasing relevance to advertising, relatively little is known about why consumers choose to follow influencers.
  • Consumers differ significantly in terms of the benefits they derive from following influencers, and these benefits can be used to segment them into six distinct groups.

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