Identifying and Selecting the Right Influencers in the Digital Era

With the advent of digital technologies, influencer marketing has acquired a key role in the social media approaches adopted by a growing number of companies operating in different industries. In this chapter, we discuss the influencer typologies: reach, relevance, and resonance. With a focus on Italian case studies from Pupa, Gucci, Coca-Cola Italia, and Barilla, we highlight how each of these variables are relevant to influencer marketing campaigns. Finally, we take the reader through the three steps in identifying and selecting influencers using the example of Coop. These applied practitioner studies help those in influencer marketing to optimize the selection process, and distinguish important integrated dimensions: reach, relevance, and resonance and related sub-dimensions.