Abstract
This chapter opens with the story of Marriott International and how it collaborated with a prominent Category Influencer, Taryn Southern, to launch its Moxy Hotel brand in the USA. It provides key takeaways for effectively working with influencers including best practices such as offering influencers ‘freedom within a framework.’ The chapter introduces the wide range of ways brands and influencers can collaborate (ex: create original content, product development research, live event engagement, etc.), the different business functional areas influencers can support (ex: corporate reputation management, new product sales, etc.) and dispels the commonly held misconception that influencers are simply a “communication vehicle” to reach an audience for a fee.
Access this chapter
Tax calculation will be finalised at checkout
Purchases are for personal use only
Author information
Authors and Affiliations
Rights and permissions
Copyright information
© 2018 The Author(s)
About this chapter
Cite this chapter
Backaler, J. (2018). Working with Influencers: Potential Paths to Take. In: Digital Influence. Palgrave Macmillan, Cham. https://doi.org/10.1007/978-3-319-78396-3_9
Download citation
DOI: https://doi.org/10.1007/978-3-319-78396-3_9
Published:
Publisher Name: Palgrave Macmillan, Cham
Print ISBN: 978-3-319-78395-6
Online ISBN: 978-3-319-78396-3
eBook Packages: Business and ManagementBusiness and Management (R0)