von Marc Andrew Levigion

What is influencer marketing?

Influencer marketing is a type of marketing that focuses on using key leaders to drive your brand’s message to the
larger market. Rather than marketing directly to a large group of consumers, you instead inspire / hire / pay
influencers to get out the word for you – reach a broad audience and try to convert goals for your idea / business /
– Marketing tool in the age of Social Media
– Strategic communication process to achieve goals
– Used for business / political campagins (POTUS Campaigns) / opinion makers
– Influencers can be: Content-Creators, Multiplier, Protagonist (Testimonial) or Consultant


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  • Tabellion J., Esch FR. (2019) Influencer Marketing and its Impact on the Advertised Brand. In: Bigne E., Rosengren S. (eds) Advances in
    Advertising Research X. European Advertising Academy. Springer Gabler, Wiesbaden
  • Nirschl M., Steinberg L. (2018) Grundlagen des Influencer Marketing. In: Einstieg in das Influencer Marketing. essentials. Springer Gabler,