MKTG 556 | Session 4 | Online Influencer Marketing

Fine F. Leung · Flora F. Gu · Robert W. Palmatier

Introduction:

Online influencer marketing (OIM) has become a vital part of brands' marketing strategies; however, many marketers lack a clear understanding of its scope, effectiveness, and potential risks. To address this gap, this article first explains the background of the phenomenon, defines OIM, and outlines its unique features to establish the conceptual boundaries of the new concept. Based on insights from interviews with practitioners and consumers, and aligned with social capital theory, the authors suggest that OIM involves leveraging influencer resources—such as follower networks, personal positioning, communication content, and follower trust—to boost a firm's marketing communication effectiveness. Six original propositions highlight the benefits and possible threats of OIM, which may encourage further development of an OIM theory. Finally, this article presents key strategies for managing OIM effectively and identifies important gaps between research and practice, proposing directions for future studies.