The Role of Influencers in Marketing
When you think of the term influencer, a certain persona or even a specific person may come to mind. For example, you may think only of the application of social media influencer, but the definition can be more expansive than that. The term itself refers to anyone who is able to influence others. It could be argued, then, that influencers have likely existed since the advent of goods and services being exchanged. In this Discussion, you will consider the role of an influencer in promoting a brand to you or to someone you know.
To prepare for this Discussion:
- Consider an experience with a brand that you or someone you are close to discovered specifically through an influencer. (Note: This could refer to any type of marketing, whether on social media or elsewhere.) It can be a product or service that you or someone you know purchased, used, or simply gained an awareness of, as long as you or someone you know would never have known about it without the influencer’s endorsement.
Post an analysis of the role of influencers in marketing, to include the following:
- Briefly describe your experience (or the experience of someone you know) with a brand that was introduced by an influencer. Be sure to include the brand, the product or service, and the influencer in your description.
- Appraise the effectiveness of this influencer in promoting the brand. For example, did they persuade you (or someone you know) toward the brand, or did they have the opposite effect?
- Identify two to three benefits of influencer marketing compared to other forms of marketing.
- Identify one or more risks a brand might face by collaborating with an influencer. Include a real-world example of at least one of these risks being realized.
Christensen, C. M., Ojomo, E., & Dillon, K. (2019, January 1). Cracking frontier markets. Harvard Business Review, 97(1), 90–101.