Please use this identifier to cite or link to this item: https://hdl.handle.net/10419/275968 
Year of Publication: 
2018
Citation: 
[Journal:] Marketing Review St.Gallen [ISSN:] 1865-7516 [Volume:] 35 [Issue:] 2 [Year:] 2018 [Pages:] 30-38
Publisher: 
Thexis Verlag, St.Gallen
Abstract: 
Selecting the right type of influencers for an influencer campaign is a challenging task. This article introduces a typology for influencers presenting four distinct types: Snoopers, Informers, Entertainers, and Infotainers. Temporal dynamics and influencer type transitions based on social presence and domain breadth are shown to provide a guideline for companies to successfully scout influencers.
Document Type: 
Article

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