Framework

Influencer tiers

The question it answers

When planning an influencer campaign, which tier, from nano to mega, should a marketing team choose, weighing audience size against engagement and credibility?

Origin
Campbell and Farrell, 2020
Diagram type
Comparison table
Level of analysis
Firm
Topics
Marketing & sales
Megaphone aimed at a glass target, icon for marketing and sales

Sources

References

Listed A–Z by author surname, Harvard style. A source with a DOI links to https://doi.org/…; one without links to its page or says plainly that it has no DOI.

  1. Campbell, C. and Farrell, J.R. (2020) ‘More than meets the eye: the functional components underlying influencer marketing’, Business Horizons, 63(4), pp. 469–479.doi:10.1016/j.bushor.2020.03.003Source page
  2. Lou, C. and Yuan, S. (2019) ‘Influencer marketing: how message value and credibility affect consumer trust of branded content on social media’, Journal of Interactive Advertising, 19(1), pp. 58–73.doi:10.1080/15252019.2018.1533501Source page