Index

action, 74, 75, 91

agency of record (AOR), 105

Amazon Influencer Shops, 92

American Marketing Association, 3

Appel, G., 3

Arias, Andrea xxvii, 56, 81

artificial intelligence (AI), xxv, 50, 113–115

Association of National Advertisers (ANA), 8, 13

Attention Economy, 19, 20

attractiveness, 53, 58, 59

AT&T TV, 84, 114, 115

audiences, 2, 14, 27–29, 61

brand and, 75–76

experience, 9–10

quality, 79

relevancy and composition, 79

and SMIs, 65

Augmented reality, 114

authenticity, 6, 39, 43, 58–60, 63, 66, 67, 78, 80, 82, 84, 102, 107, 108, 110, 111, 117–119

authority, xvi, 44

average engagement rate, 79

awareness, xxi, xxiii, 6, 8, 12, 14, 69, 72, 73, 75, 79, 81, 82, 89, 96, 111, 113

backlash, 110, 118, 119

Bergendorff, C., 20

Blog Star Network, xix, xx

Blue Apron, 14–15

Boorstin, D., 34

brand

alignment, 80

ambassadors, 39–40

clauses, 103

evaluation, 34, 54, 55, 58, 60, 61

and influencers, xxiv, xxv, 75–76, 104, 105

and organization, xxiii–xxiv

safety, 83, 84, 102, 103, 109–111, 117, 119

Brand Graph, xxiv

Breakr, 27

budget, xxv, 2, 3, 8, 12, 46, 80, 85, 96, 105, 115

Buffer, 36

business-to-business (B2B) sectors, 45–46

campaign, 69, 70, 77, 87, 90, 95

briefs, 84, 99

KPIs, 80

See also integrated marketing campaign

Captiv8, 116

celebrities, xviii, xxviii, 12, 13, 23, 34, 38–41, 48, 51, 52, 54–56, 61–64, 115

celebrity endorsers, 34–35, 39–41, 50, 52–54, 58–60, 66, 67, 75, 119

Cetaphil, xxvii, 56, 81, 113

CLRX, 92

Clubhouse, xxvi–xxvii, 86, 90, 113

college athletes, 116–117

compensation, 37, 39, 92, 103–105

congruence, 52, 60–62

consumer journey, 72–74, 76, 78, 81

content creation, 7, 13, 37, 39, 41, 70, 91, 102, 115

content marketing, xxviii, 1, 3, 7–9

jobs, 105–106

contracts, 103–105

Covid-19 pandemic, 13, 20, 25, 45, 48, 51, 55, 57, 111

creative control, 32, 102–103, 118

Creator Economy, 17, 19–21

technology, 26–27

tools of, 24–25

creators, 19–28, 48, 57, 84, 89, 95, 105, 118, 119

desire, 73, 74–76

digital marketing, 5–8, 37, 93, 105, 106

direct-to-consumer (DTC), 17–18

disclosures, 10, 11, 13, 66, 67, 106–108, 119

disparagement clause, 103

diversity, 111, 114–115

Dog Agency, 85

Dreamfield, 116

Dubsmash, xxiii, 81, 113

Dunkin Donuts, 6

earned media, 5-7, 95

earned media value (EMV), 95

Julie Eaton, xxvi, xxvii, 78, 80, 82, 113, 119

employees, 43–46

everyday fans, 46

exclusivity issues, 80

expertise, 32, 33, 38, 53–57, 61, 65, 66, 77, 80, 114, 119

Facebook, 3, 4, 6, 9, 13, 19, 48, 72, 90, 92, 96, 98, 99, 118

fake followers, 79, 109, 113

Fast Company, 4, 25

fear of missing out (FOMO), 112

Federal Trade Commission (FTC), xxvi, 11, 92, 101, 107

Forbes, 36

future research areas, 118–119

Fyre Festival, 101–102, 112

Generation Z, 1–2, 4, 5, 13, 25, 27–29, 37, 56, 62–64, 87, 88, 90

Gissinger, W., 17, 44, 82, 103

Glossier, 17–18, 46

Goldilocks effect, 102

Google, 6, 9, 11, 19, 72, 94–96

Headspace, 51–52

Hubspot, 36

identification, 58–59

in-feed ad units, 11

Influencer Code, The (Russell), xiv, 70

influencer marketing, xxiv–xxv, xvii–xxii, 12–13, 35–38, 105–106

agencies, xxvi–xxvii, 51, 55, 83, 105

categories for, 49

ecosystem, xxiii

future of, 112–119

relationship, 7

working, 52

Influencer Marketing Hub, 23, 24, 36

influencers, xxiii, 14

background, 80

brand and, 104

choosing, 77–82

evolution of, 32–34

fraud, 109

identification, 83

looking for, 78

metrics, 79–80

perspective from, 82

selection, 46–47

typology, 40–46

Instagram, 4, 6, 13, 17, 18, 23, 24, 44, 48, 50, 85, 87–88, 101, 111–114

Instagram Rich List, 23

integrated marketing campaign, 69–70

anatomy, 95–100

briefs, 84

elements, 100

goals and objectives, 70–75

performance and pivots, 93–95

structure, 70, 71, 90–93

interest/consideration, 74

intermediaries, 105–106

Internet Advertising Bureau (IAB), 10–11

IZEA, xviii, xx, xxi, xxiv, xxv, 24, 36, 113

JetBlue Airlines, 110

Johnson & Johnson, 43

Jordan, M., 62

Kardashian, K., 112

key performance indicators (KPIs), 72, 75

Knight, xxviii, 81

liking, xvi, 54, 58, 59, 61

Lil Miquela, 50

LinkedIn, 48, 69, 90

Lululemon, 104–105

McCauley, A., xxi–xxvii, 49, 65, 81, 83, 110, 111, 113, 115

McCracken, G., 34, 61

machine learning, 113

macro-influencers, 13, 40, 42, 46, 55, 78, 79, 81, 105

marketing

celebrity endorsers and, 34–35

and changes, 2–5

matchup hypothesis, 60–61

meaning transfer model, 61–62

Mediakix, 39, 109

mega influencers, 41–42

mental health, 51–52

micro-entrepreneurs, 20, 26

micro-influencers, 13, 40, 42, 48, 81

Microsoft, 69

mid-tier influencers, 42

millennials, 4, 5, 27–29, 62–64, 87

MindComet, xix, xx

morals clause, 103

Morning Consult survey, 63

Moz, 36

multiple revenue streams, 117–118

nano-influencers, 43

National Football League (NFL), 1–2

native advertising, 1, 7, 9–12, 14, 29, 35, 74, 92, 106, 107

NCAA, 116

neuromarketing, 114

new influencers, 115

Nike, 62, 81, 93, 117

90-9-1 rule, 76

nonfungible tokens (NFTs), 22, 27

nonprofit organizations, 48

Olay brand, 87–88

Opendorse, 116

opinion leaders, 32–34, 47, 58

owned media, 6

paid media, 6, 37, 106

paid search ads, 11

para-social relationships, 60, 61, 65, 66

Passion Economy. See Creator Economy

Patreon, 27

Peloton, 18, 44, 45, 46

pet influencers, 85

platforms, 113

podcast creators, 25

principles of persuasion, xv–xvi

promoted listing, 11

pull marketing, 3

push marketing, 3, 5

reach, 75, 77, 79

reality stars, 39, 41

recognition, 77

recommendation widgets, 11

reference, 75, 77

relationships, 117

relevance, 77

resonance, 77

return on investment (ROI), 72, 95

Riot Games, 57

Rockstar Energy, 31–32, 83

Russell, A., xiv, xxvii, 70, 77, 94, 103

safety clause, 103

Schram, R., xvii–xvii, 91, 115, 124

self-disclosure, 66

Shaffer, N., 47, 91, 93

Shopify, 27

Showtime Cam, 1

similarity, 58–59, 65

skinfluencers, 56

S.M.A.R.T format, 71–72

Snapchat, 4, 47, 85, 86, 90, 108, 118

Snodgrass, A., 28

social activism, 118

social comparison, 112

social factors, 66

social influence, xv–xvii, 32

social media, xx–xxiii, 3–14, 17–19, 21, 23–29, 31–48, 63–65, 76, 83–91, 99, 102–105, 116–118

creators, 25

endorsers, 50

platforms, xxii–xxiii, 3, 4, 9, 12, 24, 26, 27, 35, 38, 41, 42, 47–48, 55, 63, 69, 73, 83–90, 112, 113, 115, 117–118

social media influencers (SMIs), 33–35, 37–40, 52, 54, 55, 58–67, 89, 101, 104

and followers, 64–67

social presence, 66

social proof, xv–xvi

Solis, B., 75, 77

source credibility, 52–61, 63, 65

specialization, 114

Standard Terminology in Influencer Marketing (STIM), 40

Tap Influence study, 37–38

target market, 70, 76, 79

technology, 26–27, 113–114

TikTok, 2, 4, 22, 24, 48, 56, 81, 84–86, 88–89, 113, 114

transfer meaning, 61

Truly Good, 95–96, 98, 99

trust, xvii, 5, 12, 35, 53–55

trustworthiness, 53–55, 59, 61, 65

Trybe Dynamics, 95

Tula (brand), xiii–xiv Tula Skincare, 95

unintended consequences, 109–112

virtual reality (VR), 115

Westminster Kennel Club (WKC), 85

word of mouth (WOM), xvii, xxviii, 47, 96

YouTube, 4, 22, 25, 27, 28, 41, 48, 63, 89–90, 114, 118