The Big Four of Influencer Marketing. A Typology of Influencers.
Marketing Review St. Gallen, Vol. 2, 30-38
9 Pages Posted: 24 Aug 2018
Date Written: April 2018
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.
Keywords: influencer marketing, social media marketing, typology
JEL Classification: M3, M31, M37
Suggested Citation: Suggested Citation