Influencer marketing : The Fisherman's model VS the Customer-centric’s model

Abstract

The way people communicate with each other has changed dramatically since the advent of the Internet, allowing people from different countries around the world to exchange ideas, information, and opinions on a whole host of topics, regardless of the boundaries that used to hinder these exchanges. This communication latitude has allowed branders a significant strategic improvement, thanks to the identification of so-called influential people, followed by a wide spectrum of Internet users, thus allowing the selection of a specific audience, supposedly interested in the promoted product or service. The present study sheds light on how branders should design these changes and succeed in their influencer marketing campaigns according to the two models of Brown and Fiorella (2013).