The Role of Influencers in Marketing

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:


200 Words


Christensen, C. M., Ojomo, E., & Dillon, K.  (2019, January 1). Cracking frontier markets. Harvard Business Review97(1), 90–101.


"Get 15% discount on your first 3 orders with us"
Use the following coupon

Order Now