What is an influencer?
Someone who posts on social media in exchange for compensation and uses their influence to affect followers’ behaviours (Campbell & Grimm, 2019).
When did influencers first appear historically?
As early as Ancient Rome, before Christ, with gladiators acting as early influencers.
What were early examples of influencer marketing after Ancient Rome?
- Wedgwood as a royal-endorsed brand
- Later development within the fashion industry
Why have influencers become more relevant to brands?
Because consumers are increasingly sceptical of direct advertising and trust influencers more than brands.
Why are influencers cost-effective for brands?
They are generally cheaper than traditional celebrity endorsers, especially micro-influencers.
What do influencers bring to brands?
- Access to large follower networks
- Unique communication styles
- Relatability and consumer trust
How do influencers differ from celebrities?
Celebrities gain fame through institutional settings (film, music), while influencers gain followings through social media and everyday content.
What characterises celebrity influencers?
- Very expensive
- High engagement
- High perceived expertise
Who are mega-influencers?
Social media users who gained celebrity status online and have strong brand connections.
What are micro- and nano-influencers?
- Cost-effective
- More authentic and accessible
- Stronger connections with followers
When can influencer marketing backfire?
- Poor fit between brand and influencer
- Influencer scandals or transgressions
- Influencers spreading harmful content
What did the ASMR study find about mega-influencers?
- Generate more likes and views
- Create more brand-related discussions
What did the ASMR study find about micro-influencers?
They generate more affective (emotional) responses from audiences.
How much brand-related misinformation comes from influencers?
60% from influencers, 40% from regular users.
How many comments were analysed in the misinformation study?
48,821 comments.
How do influencer posts affect comment toxicity?
Influencers elicit more toxic comments than regular users.
What themes were identified in toxic reactions?
- Anti-brand reactions
- Consumer-to-consumer conflicts
- Flame-bait
- Firestorms
- Toxic debunking
How do reactions differ between influencer and regular user misinformation?
Reactions to influencers are more homogeneous and attack the brand, showing toxic echo-chamber behaviour.
Why are influencers powerful for brands?
They are trusted communication channels with strong audience connections.
What must brands consider when using influencer marketing?
Influencer selection must align with marketing objectives.
What is the main risk of influencer marketing?
It can backfire and damage brand reputation.
