Influencer marketing

Influencer (of English to influence:. Influence ) is a arisen to 2007 term for a person who is interesting because of its strong presence and their high reputation in the social networks of the internet for marketing.

Term origin

(Influence: Science and Practice ) Science and Practice: The basis for the conceptualization applies to the 2001 published popular science bestseller Influence of the American psychologist and economist Robert Cialdini. Cialdini defined the influencers at the time as someone with social authority, trustworthiness, dedication and consistent behavior.

With the spread of the major social networks like Facebook and Twitter from around 2009 sales theses Cialdini gained more popularity.

Importance

Influencer are instruments of " digital marketing ". They use to sell goods or to find sponsors, based on Cialdini's basic assumption that people, the more complex their lives become, the more decisions blindly. Marketing experts exploit this weakness by inject unfiltered on the Confidence channel information. Correspondingly, "What the influencer recommends will already be good! "

Several studies have shown one can reach a wider audience through the targeted response and instrumentalised influential individuals than traditional widely scattered and any promotional activities. Beat the marketer a person who enjoys high reputation in several social networks and there are many "friends" and "followers" has the product on the effective mechanism of word of mouth, yet at the very high range within the social networks.

Are In the jargon of the advertising industry

Influencer politicians, athletes ( Celebrity branding), journalists and widely read blogger ( opinion leaders and multipliers) may be, which are highly active in social networks. At the local level also in a very active Facebook hairdresser or hotel host can work quite. A prototpyischer Influencer would also be a person who has made ​​a name for hundreds of thousands of fans ( " channel subscribers " ) due to its social commitment and their competence in a particular field with Youtube videos. The marketing through the use of influencers exploits the trust relationship of these role models to their mass audience.

The advertising industry influencers is far above recommendations, headhunters or manual search in social networks. Software, network nodes, and thus finds potential influencers automatically, does not exist for two reasons:

• The social networks are highly complex.
• They are subject to a largely unexplored temporal dynamics.

This topic is concerned the theory of complex networks. Especially the dynamics is important for marketing, because influencers can occur very suddenly and then be visible as germ cells and network nodes in network counts, and just as quickly disappear. Both the emergence of such nodes or clusters and their end are network theoretically unexplained territory. Rational considerations provide usually give no answers.