#Sponsored #Ad: Agency Perspective on Influencer Marketing Campaigns

• DOI: 10.1080/10641734.2018.1521113
• Publication Date: 2018-11-05
• Authors: Courtney Carpente...; Laura L. Lemon; Mariea G. Hoy
• Keywords: 0502 economics and business; 05 social sciences; Liberian dollar; Influencer Marketing; Advertising campaign

As digital and social media continue to grow in terms of usage and advertising expenditures, the advertising industry has been forced to develop innovative strategies. One such strategy is influencer marketing, which connects online personas with brands or services that target audiences trust engage regularly. This study provides insight into experiences perceptions marketing among those working agencies. Nineteen U.S. agency professionals were interviewed. Results show billion-dollar largely uncharted territory impacts strategic decision making requires a shift process for effective implementation.