ABSTRACT
In this chapter, the focus is on the development and explanation of an Influencer Process Model to organize thinking on and explain who influencers are. It does so by focusing on the relationships between the influencer, person (influencee), and the brand. Each one is examined in turn, looking at their primary characteristics. Moderating factors, such as culture and platform perceptions, are considered too. The chapter assesses possible outcomes for each party involved. Finally, the role of curated ecosystems and external factors is examined.
