Influencer Marketing: A Long Term Strategy or Just a Dead Trend?
DOI:
https://doi.org/10.34630/tth.vi4.5671Keywords:
Marketing, Influencer, Influencers, Strategy, TrendsAbstract
The digital world is constantly growing and expanding. In this context, Influencer Marketing stands out as a powerful tool for brand success whether through sponsored publications, affiliates, or event participation. This article explores the global and Portuguese panorama regarding the practice of this strategy, as well as its weaknesses, opportunities, and trends. Although already widely implemented, Influence Marketing still has weaknesses, such as a lack of rigor and metrics. However, in an environment where influencers and different content formats are increasingly appearing, the search for honesty is an opportunity for the area. Micro-influencers and the search for authenticity and diversity are some of the future trends. This recognizes the still unexplored potential of Influencer Marketing as a long-term strategy.
References
Balsam, K. F., Martell, C. R., Jones, K. P., & Safren, S. A. (2019). Affirmative cognitive behavior therapy with sexual and gender minority people. In G. Y. Iwamasa & P. A. Hays (Eds.), Culturally responsive cognitive behavior therapy: Practice and supervision (2nd ed., pp. 287–314). American Psychological Association. https://doi.org/10.1037/0000119-012
Childers, Courtney & Lemon, Laura & Hoy, Mariea. (2018). #Sponsored #Ad: Agency Perspective on Influencer Marketing Campaigns. Journal of Current Issues & Research in Advertising. https://www.researchgate.net/publication/328764077_Sponsored_Ad_Agency_Perspective_on_Influencer_Marketing_Campaigns
Faster Capital Team. (2024, February 11). Os benefícios das parcerias de influência de longo prazo. Faster Capital. https://fastercapital.com/pt/contente/Os-beneficios-das-parcerias-de-influencia-de-longo-prazo.html#analisando-o-impacto-de-parcerias-de-influenciadores-de-longo-prazo
Ferreira, Carla (2023, March 7). Influencer marketing vale 20 milhões de euros em Portugal. Eco Sapo. https://eco.sapo.pt/2023/03/07/influencer-marketing-vale-20-milhoes-de-euros-em-portugal/
Igor, A. Posts (LinkedIn Page). LinkedIn. Retrieved in March, 31, 2024, from https://www.linkedin.com/pulse/marketing-de-influ%C3%AAncia-como-influenciadores-viraram-os-igor-a-ramos/?originalSubdomain=pt
Klymkowsky, M. (2018, September 15). Can we talk scientifically about free will? Sci-Ed. https://blogs.plos.org/scied/2018/09/15/can-we-talk-scientifically-about-free-will/
Líder Magazine Team (2023, March 10). Conheça o panorama do Influencer Marketing em Portugal. Líder Magazine. https://lidermagazine.sapo.pt/conheca-o-panorama-do-influencer-marketing-em-portugal/
Mateus, S. (2022). Manual Prático de Assessoria de Imprensa.LabCom. https://labcomca.ubi.pt/wp-content/uploads/2022/09/202201_ManualAssImprensa_SamuelMateus.pdf
Muniz, F. (2019, November 2019). Qual a diferença entre mega, macro, micro, nano-influencers e celebridades? Flávio Muniz Palestrante e Consultor. https://flaviomuniz.com.br/qual-a-diferenca-entre-mega-macro-micro-nanoinfluencers-e-celebridades/
Ots, Mart & Abidin, Crystal. (2016). Influencers tell all? Unravelling Authenticity and Credibility in a Brand Scandal. Research Gate. https://www.researchgate.net/publication/336022493_Influencers_tell_all_Unravelling_Authenticity_and_Credibility_in_a_Brand_Scandal
Purple Planet (n.d.). Posts (LinkedIn Page). LinkedIn. Retrieved March 23, 2024, from Influencer Marketing: Is It Still Relevant in 2024? | LinkedIn
Reis, Ana. (2020). Marketing de Influência - Indicadores de sucesso no panorama Português. [Curso de Mestrado em Gestão de Marketing]. RCAAP. https://comum.rcaap.pt/bitstream/10400.26/35854/1/Disserta%c3%a7%c3%a3o%20de%20M-GM%20-%20Ana%20Reis.pdf
Rosenthal, B., Arcuri, A. (2020). How to map and select digital influencer for marketing campaigns. https://www.taylorfrancis.com/chapters/edit/10.4324/9780429322501-6/map-select-digital-influencers-marketing-campaigns-benjamin-rosenthal-adriana-arcuri?context=ubx
Schaefer, M. (2019). Marketing Rebellion: The Most Human Company Wins. Schaefer Marketing Solutions. https://businessesgrow.com/wp-content/uploads/2019/01/Marketing-Rebellion-Free-Chapter.pdf
Souza, I. (2018, August 18). O que é marketing de influência e como ele pode ajudar a sua estratégia digital? Rock Content blog. https://rockcontent.com/br/blog/marketing-de-influencia/
Souza, C., Silva, S., Sandes, F. (2021). Combinar Marketing de Experiência com Marketing de Influência Pode Conduzir a Um Aumento do Brand Awareness Digital?. [Revista Eletrónica de Negócios Internacionais]. Semantic Scholar. https://doi.org/10.18568/internext.v17i3.671
Swonkie Team. (2022, July 22). Videos curtos: a nova tendência das redes sociais. Swonkie. https://blog.swonkie.com/pt/videos-curtos-a-nova-tendencia-das-redes-sociais/
The Shelf Team. (2022, January 27). What is Influencer Marketing? The Shelf. https://www.theshelf.com/the-blog/what-is-influencer-marketing
Veissi, Iman. (2017). Influencer Marketing on Instagram [Bachelor’s Thesis]. Theseus. https://www.theseus.fi/bitstream/handle/10024/135448/Iman_Veissi.pdf?sequence=1&isAllowed=y
Whitler, K. (2014, July 17). Why Word Of Mouth Marketing Is The Most Important Social Media. Forbes. https://www.forbes.com/sites/kimberlywhitler/2014/07/17/why-word-of-mouth-marketing-is-the-most-important-social-media/?sh=1417cebc54a8
Woods, Steven. (2016). #Sponsored: The Emergence of Influencer Marketing [Supervised Undergraduate Student Research and Creative Work]. TRACE: Tenesse Research and Creative Exchange. https://trace.tennessee.edu/cgi/viewcontent.cgi?article=3010&context=utk_chanhonoproj
Zeitz MOCAA [@zeitzmocaa]. (2018, November 26). Grade 6 learners from Parkfields Primary School in Hanover Park visited the museum for a tour and workshop hosted by [Photographs]. Instagram. https://www.instagram.com/p/BqpHpjFBs3b/
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2024 The Trends Hub
This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.
