MANAGEMENT SLANT
- Despite its increasing relevance to advertising, relatively little is known about why consumers choose to follow influencers.
- Consumers differ significantly in terms of the benefits they derive from following influencers, and these benefits can be used to segment them into six distinct groups.
- Consumers differ in their buying from influencers, with influencers’ attractiveness and entertainment key to driving high spend.
- Whereas age and gender drive differences in reactions to influencers, surprisingly, income, ethnicity, and education do not.
INTRODUCTION
Social-media usage and engagement has grown significantly in recent years, as users spanning Baby Boomers to...