A3 Book section, Chapters in research books
The Process of Selecting Influencers for Marketing Purposes in an Organisation (2023)

Huttula, T., & Karjaluoto, H. (2023). The Process of Selecting Influencers for Marketing Purposes in an Organisation. In C. F. Machado, & J. P. Davim (Eds.), Industry 5.0 : Creative and Innovative Organizations (pp. 27-53). Springer. https://doi.org/10.1007/978-3-031-26232-6_2

JYU authors or editors

Publication details

All authors or editors: Huttula, Tia; Karjaluoto, Heikki

Parent publication: Industry 5.0 : Creative and Innovative Organizations

Parent publication editors: Machado, Carolina Feliciana; Davim, João Paulo

ISBN: 978-3-031-26231-9

eISBN: 978-3-031-26232-6

Publication year: 2023

Publication date: 24/03/2023

Pages range: 27-53

Number of pages in the book: 159

Publisher: Springer

Place of Publication: Cham

Publication country: Switzerland

Publication language: English

DOI: https://doi.org/10.1007/978-3-031-26232-6_2

Publication open access: Not open

Publication channel open access: 

Publication is parallel published (JYX): https://jyx.jyu.fi/handle/123456789/86220

Abstract

Influencer marketing practices are growing on social media channels, while the usage of other mass-media channels is decreasing, prompting organisations to search for new tools with which to communicate efficiently with their target audiences. Influencers can affect purchase intentions if the audience identifies with them. For a successful collaboration with an influencer, an organisation needs to ensure that the brand fit is suitable, as the audience will become suspicious if the paid collaboration is too apparent. In addition, an organisation can ask an influencer to perform many roles during the collaboration. The objectives of this study, therefore, are to discover how organisations ensure brand fit with the influencer and to identify the roles fulfilled by the influencer in the organisation. To gain an understanding of the research topic, this qualitative research uses interviews with organisations, and interviews with media and influencer agencies located in Finland. Comparing the findings with previous research, two main implications were found. First, to ensure brand fit, the influencer’s target audience is carefully checked to see if it matches the organisation’s target audience; the values and content of the influencer are then checked in order to understand their character. The second implication is that the influencer’s roles include (among other roles) those of content creator and protagonist. The theoretical implications suggested additional steps for the influencer selection process in order to ensure the brand fit is more accurate; there was also an implication that the extensive use of the influencer’s roles would result in more effective outcomes.

Keywords: digital marketing; influencer marketing; marketing communication; social media influencers; social media; brands; branding; communication strategies

Free keywords: social media influencer; influencer; influencer marketing; communication strategy; brand fit

Contributing organizations

Ministry reporting: Yes

Reporting Year: 2023

Preliminary JUFO rating: 2