Swipe right: Ensuring congruence in selection and recruitment of influencers

Pages: 43-62

Abstract:

Before one can launch an influencer marketing campaign, brands and agencies need to select and recruit influencers. This chapter treats selection and recruitment as a twofold process which is critical when it comes to influencer-brand relations. First the chapter explores selection of influencers for campaigns through the concept of fit between the influencer, brand, product and audience by incorporating the theory of person-organisation fit as a baseline. Interviews with Influencer Marketing agencies and brands demonstrate how they take fit into consideration. The chapter then explores recruitment tactics, and we hear from several influencers and agencies who have faced these challenges. Finally, the chapter concludes with recommendations based on the interviewee’s experiences.

Source: Scopus