agency of record (AOR), 105
Amazon Influencer Shops, 92
American Marketing Association, 3
Appel, G., 3
artificial intelligence (AI), xxv, 50, 113–115
Association of National Advertisers (ANA), 8, 13
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
average engagement rate, 79
awareness, xxi, xxiii, 6, 8, 12, 14, 69, 72, 73, 75, 79, 81, 82, 89, 96, 111, 113
Bergendorff, C., 20
Boorstin, D., 34
brand
alignment, 80
clauses, 103
evaluation, 34, 54, 55, 58, 60, 61
and influencers, xxiv, xxv, 75–76, 104, 105
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
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
CLRX, 92
Clubhouse, xxvi–xxvii, 86, 90, 113
compensation, 37, 39, 92, 103–105
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
Covid-19 pandemic, 13, 20, 25, 45, 48, 51, 55, 57, 111
creative control, 32, 102–103, 118
creators, 19–28, 48, 57, 84, 89, 95, 105, 118, 119
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
Dog Agency, 85
Dreamfield, 116
Dunkin Donuts, 6
earned media value (EMV), 95
Julie Eaton, xxvi, xxvii, 78, 80, 82, 113, 119
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
fear of missing out (FOMO), 112
Federal Trade Commission (FTC), xxvi, 11, 92, 101, 107
Forbes, 36
future research areas, 118–119
Generation Z, 1–2, 4, 5, 13, 25, 27–29, 37, 56, 62–64, 87, 88, 90
Gissinger, W., 17, 44, 82, 103
Goldilocks effect, 102
Google, 6, 9, 11, 19, 72, 94–96
Hubspot, 36
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
relationship, 7
working, 52
Influencer Marketing Hub, 23, 24, 36
background, 80
brand and, 104
fraud, 109
identification, 83
looking for, 78
perspective from, 82
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
briefs, 84
elements, 100
interest/consideration, 74
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
Lil Miquela, 50
McCauley, A., xxi–xxvii, 49, 65, 81, 83, 110, 111, 113, 115
machine learning, 113
macro-influencers, 13, 40, 42, 46, 55, 78, 79, 81, 105
marketing
celebrity endorsers and, 34–35
micro-influencers, 13, 40, 42, 48, 81
Microsoft, 69
mid-tier influencers, 42
millennials, 4, 5, 27–29, 62–64, 87
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
90-9-1 rule, 76
nonfungible tokens (NFTs), 22, 27
nonprofit organizations, 48
Opendorse, 116
opinion leaders, 32–34, 47, 58
owned media, 6
paid search ads, 11
para-social relationships, 60, 61, 65, 66
Passion Economy. See Creator Economy
Patreon, 27
pet influencers, 85
platforms, 113
podcast creators, 25
principles of persuasion, xv–xvi
promoted listing, 11
pull marketing, 3
recognition, 77
recommendation widgets, 11
relationships, 117
relevance, 77
resonance, 77
return on investment (ROI), 72, 95
Riot Games, 57
Russell, A., xiv, xxvii, 70, 77, 94, 103
safety clause, 103
Schram, R., xvii–xvii, 91, 115, 124
self-disclosure, 66
Shopify, 27
Showtime Cam, 1
skinfluencers, 56
Snapchat, 4, 47, 85, 86, 90, 108, 118
Snodgrass, A., 28
social activism, 118
social comparison, 112
social factors, 66
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
social presence, 66
source credibility, 52–61, 63, 65
specialization, 114
Standard Terminology in Influencer Marketing (STIM), 40
TikTok, 2, 4, 22, 24, 48, 56, 81, 84–86, 88–89, 113, 114
transfer meaning, 61
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
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