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Glossary overview

Influencer Marketing

Influencer marketing is a subdiscipline of online marketing where influencers and their reach are used for marketing and communication purposes. Influencers are people that produce and share different content such as videos, photos, texts, or blog entries on social networks and platforms. The more fans follow this content, the more reach and coverage an influencer gains. Influencers are perceived as trustworthy by their community and their opinions are highly valued. Companies benefit from this trustworthiness by using influencers to promote their brand. The collaboration with an influencer can have different goals like increasing sales, improving brand awareness, or generating a positive image. By promoting and interacting with products, services, brands, and companies, an influencer can affect people's perception and purchase behavior.