Brand communication through digital influencers: Leveraging blogger engagement

作者：

Highlights：

• Blogger activities of 17 brands in Turkey were analyzed via in-depth interviews.

• Results reveal that bloggers’ online authority make them a digital influencer.

• Brand communication through digital influencers model is developed based on two-step flow communication theory.

• Winning bloggers’ support and leveraging their endorsement enable brands to gain the influence necessary to spread messages virally.

摘要

•Blogger activities of 17 brands in Turkey were analyzed via in-depth interviews.•Results reveal that bloggers’ online authority make them a digital influencer.•Brand communication through digital influencers model is developed based on two-step flow communication theory.•Winning bloggers’ support and leveraging their endorsement enable brands to gain the influence necessary to spread messages virally.

论文关键词：Blogger,Digital influencer,Two-step flow theory,Brand communication,Blogger engagement

论文评审过程：Available online 18 June 2014.

论文官网地址：https://doi.org/10.1016/j.ijinfomgt.2014.04.007