ABSTRACT
When the internet provided the limitless ability for bloggers and vloggers to spread their voice, a whole new online genre emerged in the form of online influencers. This chapter introduces what it means to be able to influence others and clarifies what it means to be influential on social media. After exploring various ways of terming influencers, I propose a definition that brings together the meaning of influencer in relation to influencer marketing. The chapter also explores how influencer marketing was made possible through electronic word of mouth and is supported with influencers producing user-generated content for brands. Finally, I cover the key building blocks of influencer marketing and its implications for influencers and brands.
