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The Use of Influencers in Social Media Marketing

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Marketing and Smart Technologies

Part of the book series: Smart Innovation, Systems and Technologies ((SIST,volume 167))

Abstract

In conventional marketing, companies invest in television, radio ads, billboards, etc. and are forced to create a standard campaign for the general public. In Social Media Marketing, companies develop techniques and methods to locate and reach their target audience creating a precise differentiation of customers, determining values, needs, desires, etc. In this context, the Influencers represent a recent kind of social media product placement and major/minor celebrity recommendation. By analyzing Social Media Marketing, we can obtain a way to categorize and evaluate the Influencers, considering numeric data, such as number of views, followers/subscribers, likes, and engagement rate, but also more subjective data such as personality.

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Author information

Authors and Affiliations

  1. ISMAI, University Institute of Maia, Maia, Portugal

    Mariana Oliveira & Renata Barbosa

  2. ISMAI, Research unit CITEI, University Institute of Maia, Maia, Portugal

    Alexandre Sousa

Authors
  1. Mariana Oliveira
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  2. Renata Barbosa
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  3. Alexandre Sousa
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Corresponding author

Correspondence to Alexandre Sousa .

Editor information

Editors and Affiliations

  1. DEI/FCTUC, University of Coimbra, Coimbra, Portugal

    Álvaro Rocha

  2. University Institute of Maia—ISMAI, Maia, Portugal

    José Luís Reis

  3. FHNW School of Business, FHNW University of Applied Sciences and Arts, Olten, Switzerland

    Marc K. Peter

  4. Faculty of Organizational Sciences, University of Belgrade, Belgrade, Serbia

    Zorica Bogdanović

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Oliveira, M., Barbosa, R., Sousa, A. (2020). The Use of Influencers in Social Media Marketing. In: Rocha, Á., Reis, J., Peter, M., Bogdanović, Z. (eds) Marketing and Smart Technologies. Smart Innovation, Systems and Technologies, vol 167. Springer, Singapore. https://doi.org/10.1007/978-981-15-1564-4_12

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