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Top 7 Articles for Social Media Influencer Marketing

Influencer marketing is on the rise with no signs of slowing down anytime soon. Here are the top 13 articles that publish social media research, guidelines, and information on influencer marketing. These resources provide content for professionals seeking advice on where to begin, what tools to use, and success metrics as it relates to launching influencer campaigns across social media platforms. Important to note: you are welcome to vote on your favorite at any time and votes, of course, will change the ranking order for this list.

#1 Studying Celebrity Practices on Twitter Using a Framework

This paper was published by Social Media + Society, a peer-reviewed, open access journal that focuses on the impact social media has on cultures past, present and future. This study examines how “regular people” have used Twitter to become micro-influencers. These influencers, turned social media celebrities and brand ambassadors, leverage rich media practices and crowdsourcing techniques to achieve notoriety amongst their Twitter audience.

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#2 What Drive Consumers to Spread the Word in Social Media?

The Journal of Marketing Research & Case Studies (JMRCS) is an international, peer-reviewed research journal that include case studies, best practices, and experiences within the Marketing field. This study analyzes marketers who use social networks to contact consumers and encourage them to promote their brands, otherwise known as word-of-mouth marketing. Social and psychological factors are examined.

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#3 Relationship Building and Effectiveness of YouTube Celebrities

The Journal of Social Media in Society is a peer-reviewed, open-access, online journal that accepts scholarly articles and book reviews on a myriad of topics related to social media. Published in volume 7, this study follows the evolution of how “regular people” became YouTube celebrities with millions of followers. Findings indicate YouTube celebrities are viewed as credible and trustworthy sources.

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#4 Hustle and Brand: The Sociotechnical Shaping of Influence

This paper was published by Social Media + Society, a peer-reviewed, open access journal that focuses on the impact social media has on cultures past, present and future. This article looks at the growing industry of influencer marketing in which social media users are ranked according to measures of audience engagement and compensated for promoting products online. This study is broken into two influencer categories: the first is connected to celebrities and practices of “branding”, while the second is associated with less prominent social media users (micro-influencers) who make themselves and their willingness to work visible to marketers through practices of “hustling.”

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#5 Peer Communication & Engagement Influence Social Media Shopping

Cyberpsychology, Behavior, and Social Networking is a peer-reviewed journal focused on understanding the psychological impact of social media practices. The study (published in volume 18) examines online consumer behavior from countries with the two largest Internet populations. Authors conclude peer communication positively impacts social media shopping behavior while noting cultural differences observed through this study.

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#6 An Exploration into the Brand Personality Traits of Social Media

The Journal of Social Media in Society is a peer-reviewed, open-access, online journal that accepts scholarly articles and book reviews on a myriad of topics related to social media. This paper analyzes the five brand personality traits of sincerity, excitement, competence, sophistication and ruggedness for six social media platforms. Through this research authors determine how brand personality characteristics influence the use of specific social media platforms. (Hint: data indicates the social media platform with the most defined personality is Pinterest).

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#7 Constructing the Platform-Specific Self-Brand

This paper was published by Social Media + Society, a peer-reviewed, open access journal that focuses on the impact social media has on cultures past, present and future. The goal of this research aims to answer the question, “how cultural workers present themselves across the panoply of social networking sites?” Through in-depth interviews, authors discuss the impact of digital self-promotion.

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#8 Influencer Selfies as Subversive Frivolity

This paper was published by Social Media + Society, a peer-reviewed, open access journal that focuses on the impact social media has on cultures past, present and future. This author looks at influencers’ engagements with selfies on Instagram as a commercial endeavor.

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#9 Show Us You Are Real: The Effect of Human-Versus-Organizational

Cyberpsychology, Behavior, and Social Networking is a peer-reviewed journal focused on understanding the psychological impact of social media practices. The study (published in volume 16) examines Twitter communication through two lenses: first, human presence and second, organizational presence. The results of this study provide perspective as to how organizations can leverage social aspects on networking sites.

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#10 Branding the Self on Yelp: Consumer Review as Image Entrepreneur

This paper was published by Social Media + Society, a peer-reviewed, open access journal that focuses on the impact social media has on cultures past, present and future. This study looks at Yelp as a self-branding process. The author describes “image entrepreneurship” as an important factor that facilitates authenticity and feedback on Yelp.

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#11 New research: The value of influencers on Twitter

In partnership with Annalect, a division of Omnicom Media Group and leader in marketing data, Twitter conducted a survey and analyzed data leading to this article on the value of influencers. The results detail consumer behavior and offer social media marketing tips backed by sound-data metrics.

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#12 Which Marketing Messaging Types Resonate the Most?

Oracle, a leading provider in software management systems, published this article to help PR & Marketing professionals find a “sweet spot” amongst their audience. Types of advertising such as humorous, real-life situations, family oriented, and more are ranked and depicted in bar-chart based on popularity.

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#13 The Influencers That Digital Marketers Are Following on Twitter

This article hosted on Inc.com is an extension of Inc., a weekly magazine that publishes advice, tools, and services that help small businesses and startups grow. To be the best, you must learn from the best and each influencer on this list is a proven social media mentor for digital marketers seeking ways to elevate their careers, skills and brands to the next level.

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