A new report in the Journal of Marketing examined the effectiveness of influencer marketing tactics.
The findings provide significant emphasis as to the implications involved for marketers constructing influencer marketing campaigns for firms and other clients.
The authors of the study sorted through numerous interactions on social networking sites, examining the characteristics of the influencers and the types of messages they send, and the general makeup of the audience.
“This study draws on a communication model to examine how factors related to the sender of a message (influencer), the receiver of the message (influencer’s followers), and the message itself (influencer’s posts) determine influencer marketing effectiveness,” the authors explained in the study.
“The findings show that influencer originality, follower size, and sponsor salience enhance effectiveness; posts that announce new product launches diminish it.”
“Several tensions arise when firms select influencers and manage content: Influencer activity, follower–brand fit, and post positivity all exert inverted U-shaped moderating effects on influencer marketing effectiveness, suggesting that firms that adopt a balanced approach along these dimensions can achieve greater effectiveness,” the authors added.