Social Media Influencers versus Traditional Influencers: Roles and Consequences for Traditional Marketing Campaigns (2024)

Leban, M., & Voyer, B. (2020). Social Media Influencers versus Traditional Influencers: Roles and Consequences for Traditional Marketing Campaigns. In S. Yesiloglu, & J. Costello (Eds.), Influencer Marketing: Building Brand Communities and Engagement (pp. 26-42). Routledge. https://doi.org/10.4324/9780429322501

Leban, Marina ; Voyer, Benjamin. / Social Media Influencers versus Traditional Influencers : Roles and Consequences for Traditional Marketing Campaigns. Influencer Marketing: Building Brand Communities and Engagement. editor / Sevil Yesiloglu ; Joyce Costello. London : Routledge, 2020. pp. 26-42

@inbook{fb5918943cae48318e1deeed00809352,

title = "Social Media Influencers versus Traditional Influencers: Roles and Consequences for Traditional Marketing Campaigns",

abstract = "Through collaborations between “Instafamous” individuals and marketers, influencers have thus gone from amateur online personal brands seeking attention and approval from the wider public, to a monetized and established occupation. In this chapter, we first give an overview of the types of marketing strategies used for influencer marketing, starting with the use of traditional celebrities. We then turn to social media influencers and argue that the emergence of social media influencers has challenged the way influencer marketing traditionally works. Although further research is still needed to fully understand social media influencers{\textquoteright} practices, we identify three success factors that can explain how social media influencers can influence consumers. Finally, we conclude with two case studies, which illustrate two successful marketing campaigns supported by, or led by, social media influencers who launched their own brand or collaborated with brands.",

author = "Marina Leban and Benjamin Voyer",

year = "2020",

doi = "10.4324/9780429322501",

language = "English",

isbn = "9780367338688",

pages = "26--42",

editor = "Sevil Yesiloglu and Costello, {Joyce }",

booktitle = "Influencer Marketing",

publisher = "Routledge",

address = "United Kingdom",

}

Leban, M & Voyer, B 2020, Social Media Influencers versus Traditional Influencers: Roles and Consequences for Traditional Marketing Campaigns. in S Yesiloglu & J Costello (eds), Influencer Marketing: Building Brand Communities and Engagement. Routledge, London, pp. 26-42. https://doi.org/10.4324/9780429322501

Social Media Influencers versus Traditional Influencers: Roles and Consequences for Traditional Marketing Campaigns. / Leban, Marina; Voyer, Benjamin.
Influencer Marketing: Building Brand Communities and Engagement. ed. / Sevil Yesiloglu; Joyce Costello. London: Routledge, 2020. p. 26-42.

Research output: Chapter in Book/Report/Conference proceeding › Book chapter › Research › peer-review

TY - CHAP

T1 - Social Media Influencers versus Traditional Influencers

T2 - Roles and Consequences for Traditional Marketing Campaigns

AU - Leban, Marina

AU - Voyer, Benjamin

PY - 2020

Y1 - 2020

N2 - Through collaborations between “Instafamous” individuals and marketers, influencers have thus gone from amateur online personal brands seeking attention and approval from the wider public, to a monetized and established occupation. In this chapter, we first give an overview of the types of marketing strategies used for influencer marketing, starting with the use of traditional celebrities. We then turn to social media influencers and argue that the emergence of social media influencers has challenged the way influencer marketing traditionally works. Although further research is still needed to fully understand social media influencers’ practices, we identify three success factors that can explain how social media influencers can influence consumers. Finally, we conclude with two case studies, which illustrate two successful marketing campaigns supported by, or led by, social media influencers who launched their own brand or collaborated with brands.

AB - Through collaborations between “Instafamous” individuals and marketers, influencers have thus gone from amateur online personal brands seeking attention and approval from the wider public, to a monetized and established occupation. In this chapter, we first give an overview of the types of marketing strategies used for influencer marketing, starting with the use of traditional celebrities. We then turn to social media influencers and argue that the emergence of social media influencers has challenged the way influencer marketing traditionally works. Although further research is still needed to fully understand social media influencers’ practices, we identify three success factors that can explain how social media influencers can influence consumers. Finally, we conclude with two case studies, which illustrate two successful marketing campaigns supported by, or led by, social media influencers who launched their own brand or collaborated with brands.

U2 - 10.4324/9780429322501

DO - 10.4324/9780429322501

M3 - Book chapter

SN - 9780367338688

SP - 26

EP - 42

BT - Influencer Marketing

A2 - Yesiloglu, Sevil

A2 - Costello, Joyce

PB - Routledge

CY - London

ER -

Leban M, Voyer B. Social Media Influencers versus Traditional Influencers: Roles and Consequences for Traditional Marketing Campaigns. In Yesiloglu S, Costello J, editors, Influencer Marketing: Building Brand Communities and Engagement. London: Routledge. 2020. p. 26-42 doi: 10.4324/9780429322501