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influencer marketing
Influencer marketing, (also Influence Marketing) is a form of marketing that has emerged from a variety of recent practices and studies, in which focus is placed on specific key individuals (or types of individual) rather than the target market as a whole. It identifies the individuals that have influence over potential buyers, and orients marketing activities around these influencers.
Influencers may be potential buyers themselves, or they may be third parties. These third parties exist either in the supply chain (retailers, manufacturers, etc.) or may be so-called value-added influencers (such as journalists, academics, industry analysts, professional advisers, and so on).〔Brown, Duncan and Hayes, Nick. Influencer Marketing: Who really influences your customers?, Butterworth-Heinemann, 2008〕
The first approach to that theory comes from a communication classic, ''The People´s Choice'' (Lazarsfeld and Katz), a 1940 study on political communication that was also known as ''Multistep flow model'', that claims that the majority of people are influenced by secondhand information and opinion leaders.
==What is “Influence”?==
Most discussion on the generic topic of social influence centres on compliance and persuasion in a social environment, as exemplified in Robert Cialdini’s book ''Influence: Science and Practice''.〔Cialdini, Robert. Influence: Science and Practice, Allyn and Bacon, 2001〕 In the context of Influencer Marketing, influence is less about argument and coercion to a particular point of view, and more about loose interactions between various parties in a community. Influence is often equated to advocacy, but may also be negative, and is thus related to concepts of promoters and detractors.〔Reichheld, Fred. ''The Ultimate Question: Driving Good Profits and True Growth'', Harvard Business School Press, 2006〕
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