ABSTRACT
This chapter provides an exploratory look at the dynamics of influencer marketing centered around four affect-laden, relational factors that serve as the driving force of influencer marketing: engagement, relationship, authenticity, and trust. Authenticity and engagement are frequently cited by industry experts as key factors of influencer marketing success. Therefore, the chapter offers a closer look at authenticity and engagement, as well as relationship and trust in how they impact the marketing practice. The chapter also draws on academic research to provide a definition of influencer marketing, followed by a discussion on key audience demographics, industry trends, influencer types, and case studies. Last, the chapter closes with insight into path to influence. Strategic implications are also discussed based on the propositions on the dynamic connections in influencer marketing.
