What Do We Know About Influencers on Social Media? Toward a New Conceptualization and Classification of Influencers

Abstract

The arrival of influencers has modified marketing budgets all over the world, being used more and more often as a new marketing tool. Given the importance of the influencer phenomenon, many studies have been published about this topic in the previous years. However, there are still several areas that need further research. One of these areas is the conceptualization of influencers. The influencer phenomenon is dynamic, so what was understood as an influencer ten years ago may have evolved and changed. Additionally, classifications based on the number of followers may be easily manipulated, so there is need for an improved classification of influencers based on their potential reach. Following this criterion, the authors propose to classify influencers as mega-reach, macro-reach, medium-reach, and mini-reach influencers. Moreover, the numerous factors that may determine their influence are still not well accounted for nor organized. Finally, most studies have analyzed the success of influencers as a new marketing tool, but the way influencers collaborate with brands is very special and has also evolved recently. This chapter contributes to previous literature by proposing a renewed definition and classification of influencers that is more consistent with their origin, evolution, and progressive level of professionalization, as well as by identifying several research gaps that may guide future research.