ABSTRACT
Influencer marketing is presently gaining momentum across the economy. Digital data and digital methods hold potential for further advancing research on influencer marketing, and presently more knowledge is needed concerning how online sources and digital methods can be used for this purpose. In this chapter, we describe how digital data and digital methods can be applied in order to study influencer marketing. Social Media Analytics enables systematic real-time collection of data across different social media platforms. Making use of such data and analysing it using various software opens up several research opportunities related to influencer marketing. We highlight some of these benefits and discuss how these methods can be put into practice.
