Influencer Marketing is the marketing approach that involves different profiles of opinion leaders and influential consumers to collaborate with a company in order to strengthen and position its brand image in the consumer's mind and drive sales through the content they share among their contacts and audience
The influencer marketing is consolidated through four main players: professional influencers; brands that professionally carry out influencer marketing actions; agencies and representatives that develop influence plans with rigor and professionalism; development and implementation of tools to work with influencer marketing.
Influencers are those people who have social recognition on the Internet thanks to their large community of followers on social networks. They are opinion leaders or influencers in the digital environment in which they share content - photos, videos, comments, etc. - on specific topics on which they have credibility and, on many occasions, on their personal lives. Influencers have the power to influence the opinions, attitudes and behaviors of their followers.
The researchers Eliuh Katz and Paul Lazarsfeld (1955) were the first to discover and analyze the impact of "personal influence" and "opinion leaders" on message dissemination and decision making. They differentiated between the official opinion leadership of politicians, known experts and social elites, and the unofficial leadership exercised in a casual and carefree way. Katz and Lazarsfeld note that there are some people who influence more than others, and try to identify for the first time opinion leaders, people who exercise a leadership at the person-to-person level of ordinary, intimate, informal, everyday contact.
Influencer play a key role in the society and consumption processes, operating in different ways as: mediators for cultural and social values; sources of information; sources of advice; behavioral models; sources of security; and disseminators innovations.
People look for opinion leaders to ask for advice and seek reliable information to limit the risks involved in making decisions. Consumers therefore rely on product recommendations made by other consumers, even if they are not experts. Firstly, we trust our own experiences; and secondly, we trust the experiences of people like us. Generating trust and reliable information is the potential key of online influencers.