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

Marketing Review St. Gallen, Vol. 2, 30-38

9 Pages Posted: 24 Aug 2018

See all articles by Jana Gross

Jana Gross

ETH Zurich

Florian V. Wangenheim

ETH Zurich; ETH Zürich, Department of Management, Technology, and Economics

Date Written: April 2018

Abstract

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

Gross, Jana and Wangenheim, Florian V., The Big Four of Influencer Marketing. A Typology of Influencers. (April 2018). Marketing Review St. Gallen, Vol. 2, 30-38. Available at SSRN: https://ssrn.com/abstract=3230687

Jana Gross (Contact Author)

ETH Zurich ( email )

Weinbergstrasse 56/58
Zurich, 8092
Switzerland

Florian V. Wangenheim

ETH Zurich ( email )

Weinbergstrasse 56
Zurich, 8092
Switzerland
41-44-632 6924 (Fax)

HOME PAGE: http://www.techmarketing.ethz.ch/

ETH Zürich, Department of Management, Technology, and Economics ( email )

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