4WHO ARE THE INFLUENCERS?
At first glance, there would seem to be nothing similar between Kylie Jenner and Christina Gabriele in the world of fashion and beauty, or Jamie Oliver and Laura Ramirez as food influencers. But in understanding the process that is happening between brand, consumer, and influencer at a deeper level, it becomes clear that those relationships are remarkably consistent in terms of key characteristics and potential outcomes. This chapter explores who influencers are from a conceptual level in order to better understand how they do what they do.
We start at a high level, looking at the broad characteristics of influencers. From this, we develop an Influencer Process Model that organizes both commonly addressed aspects of ...
