The rise of influencers and influencer marketing

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Abstract

When the Internet provided the limitless ability for bloggers and vloggers to spread their voice, a whole new online genre emerged in the form of online influencers. This chapter introduces what it means to be able to influence others and clarifies what it means to be influential on social media. As influencers became more prominent on social media, so have the different ways of categorizing them. By understanding the different classifications of influencers, the reader will understand the benefits and challenges that each group can offer brands and their marketing activities. Furthermore, this chapter covers the key building blocks of influencer marketing and what it means for influencers and brands.