From Mass to Influencer Marketing

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Stefka Nenkova
Student (University), Netherlands
🔥NEW According to some views, today’s marketing is losing its effectiveness and is even considered “broken” (Brown and Hayes, 2008). A possible reason is that it does not contribute to sales in as direct and tangible way as before. The wide public is targeted by too many messages that are very similar to each other and not very believable. Could a company target only specific third parties, which are interested in their service or product and which could affect the purchasing decisions of customers? Such approach would save money and lead to efficiency and eventually to an increase in sales. INFLUENCER MARKETING Influencer marketing is the approach which attempts to identify specific third parties, referred to as influencers, and to find the best way to approach them (Brown and Hayes, 2008). INFLUENCERS DEFINITION: Brown and Hayes consider an influencer as “a third-party who significantly shapes the customer’s purchasing decision, but may never be accountable for it”. This means (...) Read more? Sign up for free

  Molokanova
Professor, Ukraine
 

From Mass to Influency Marketing

In other words, influencer marketing is about the (...)

  Teresa Dian Chew
Consultant, Malaysia
 

Influencer Marketing Powerful Tool in Social Networks

I agree with the concept of influencer marketing i (...)

  Latif Salifu Kasim
Entrepreneur, Ghana
 

Influential Marketing? What's the Difference?

To what extent is influential marketing approach d (...)

  srinivas
Lecturer, India
 

A Conscious Based Approach to Influence Marketing

I think we can influence the decisions taken based (...)

  EDUARDO WEXMAN
Management Consultant, Chile
 

Influencer Marketing in the Wine Industry

The wine industry is one example where influencers (...)

  Eugene Laslo
Consultant, Hungary
 

Ethics in Advertising???

@Srinivas: I am having some doubts about the viabi (...)

  Khalil Rajati
industrial enginer, Iran
 

Influencer Marketing in the Pharmaceutical Industry

For pharmaceutical products the influencers can be (...)

  srinivas
Lecturer, India
 

Ethics in Advertising

@Eugene Laslo: you would agree that ethics as such (...)

  Jaap de Jonge
Editor, Netherlands
 

Micro Influencer Marketing

Social media like facebook, twitter and youtube ha (...)

  Sivakumar
Business School Marketer, India
 

Evangelism Marketing - Story Building (PR) - Opinion Leaders

Evangelism marketing - Story Building (PR) - Opini (...)

  Salvatore Clemente
Business Consultant, Italy
 

From Mass to Influencer Marketing

What about word of mouth marketing? This is the ol (...)

  oscar charles sanga
Tanzania
 

The Power of Persuasion to Influencer Marketing

What do you think of persuasion role in this? You (...)

  David Harland
Consultant, United Kingdom
 

Difficulties with Influencer Marketing

I've been observing a ($2b t/o) firm over the last (...)

  Mike Allen
Strategy Consultant, United Kingdom
 

History of Influencer Marketing

Pfizer started this approach with USA farmers in t (...)

  Sarah Daghman
Lecturer, Russian Federation
 

The 4M's of Influencer Marketing

With the arrival of social media, influencer marke (...)

 

More on Opinion Leaders
Summary
Forum
From Mass to Influencer Marketing
Opinion Leader Personalities
The Value of an Opinion of Someone
Transformational Opinion Leaders
Polymorphic Leadership is Everywhere
Best Practices
Finding Opinion Leaders in a Market
Special Interest Group

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