Decision-making factors for responsible, consumer-focused influencer marketing

Abstract

The wide range of social media platforms and the associated significant number of active users that can be reached also give careful partner selection in influencer marketing its importance. So far, the literature provides few clues to finding the right cooperation partner in the practice. This study examines which criteria the different parties value in the selection process involving potential partners. Using a qualitative study, the study provides a holistic view of influencer marketing incorporating the perspective of influencers, management, and companies. Since ultimately influencer marketing targets consumer it is essential to include the consumer perspective. The results indicated five categories for the selection of a partner, including authenticity, reputation, reliability, responsibility, and communication. Essentially, influencers tend to choose their partners according to feelings, while companies choose based on rational factors. Ensuring the presence of these values and items in the partner is key, as well as not acting hastily in the selection process. The model developed in this paper is aimed at the prevention of adverse spillover effects and synergies to be created. The model raises new questions for further research.

Keywords: Influencer marketing, authenticity, reliability, cooperation, credibility, parasocial relationship