The Big Four of Influencer Marketing. A Typology of Influencers.
51 Citations•2018•
Jana Gross, F. Wangenheim
Other Information Systems & eBusiness eJournal
A typology for influencers presenting four distinct types: Snoopers, Informers, Entertainers, and Infotainers is introduced to provide a guideline for companies to successfully scout influencers.
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.