{"title":"赞助广告:代理机构对网红营销活动的看法","authors":"C. Childers, Laura L. Lemon, M. Hoy","doi":"10.1080/10641734.2018.1521113","DOIUrl":null,"url":null,"abstract":"Abstract 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 and engage with regularly. This study provides insight into the experiences with and perceptions of influencer marketing among those working in advertising agencies. Nineteen U.S. advertising agency professionals were interviewed. Results show that the billion-dollar influencer marketing industry is largely uncharted territory that impacts strategic decision making and requires a shift in agency process for effective implementation.","PeriodicalId":43045,"journal":{"name":"Journal of Current Issues and Research In Advertising","volume":"40 1","pages":"258 - 274"},"PeriodicalIF":4.2000,"publicationDate":"2018-11-05","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1080/10641734.2018.1521113","citationCount":"161","resultStr":"{\"title\":\"#Sponsored #Ad: Agency Perspective on Influencer Marketing Campaigns\",\"authors\":\"C. Childers, Laura L. Lemon, M. Hoy\",\"doi\":\"10.1080/10641734.2018.1521113\",\"DOIUrl\":null,\"url\":null,\"abstract\":\"Abstract 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 and engage with regularly. This study provides insight into the experiences with and perceptions of influencer marketing among those working in advertising agencies. Nineteen U.S. advertising agency professionals were interviewed. Results show that the billion-dollar influencer marketing industry is largely uncharted territory that impacts strategic decision making and requires a shift in agency process for effective implementation.\",\"PeriodicalId\":43045,\"journal\":{\"name\":\"Journal of Current Issues and Research In Advertising\",\"volume\":\"40 1\",\"pages\":\"258 - 274\"},\"PeriodicalIF\":4.2000,\"publicationDate\":\"2018-11-05\",\"publicationTypes\":\"Journal Article\",\"fieldsOfStudy\":null,\"isOpenAccess\":false,\"openAccessPdf\":\"https://sci-hub-pdf.com/10.1080/10641734.2018.1521113\",\"citationCount\":\"161\",\"resultStr\":null,\"platform\":\"Semanticscholar\",\"paperid\":null,\"PeriodicalName\":\"Journal of Current Issues and Research In Advertising\",\"FirstCategoryId\":\"1085\",\"ListUrlMain\":\"https://doi.org/10.1080/10641734.2018.1521113\",\"RegionNum\":0,\"RegionCategory\":null,\"ArticlePicture\":[],\"TitleCN\":null,\"AbstractTextCN\":null,\"PMCID\":null,\"EPubDate\":\"\",\"PubModel\":\"\",\"JCR\":\"Q2\",\"JCRName\":\"BUSINESS\",\"Score\":null,\"Total\":0}","platform":"Semanticscholar","paperid":null,"PeriodicalName":"Journal of Current Issues and Research In Advertising","FirstCategoryId":"1085","ListUrlMain":"https://doi.org/10.1080/10641734.2018.1521113","RegionNum":0,"RegionCategory":null,"ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"Q2","JCRName":"BUSINESS","Score":null,"Total":0}
#Sponsored #Ad: Agency Perspective on Influencer Marketing Campaigns
Abstract 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 and engage with regularly. This study provides insight into the experiences with and perceptions of influencer marketing among those working in advertising agencies. Nineteen U.S. advertising agency professionals were interviewed. Results show that the billion-dollar influencer marketing industry is largely uncharted territory that impacts strategic decision making and requires a shift in agency process for effective implementation.