Trends in influencer marketing: relationship among agents, study of engagement disclosure, and micro influencers effectiveness. The case of Spain.

Abstract

In this study, some aspects of influencer marketing are studied to analyse how the recently emerged upgrade of the already existing advisor, the influencer, interacts with its followers and with the brands that trust on their ability to share products, recommending their loyal followers to purchase them. First, the evolution of the relation between the three main agents (i.e.: influencer, followers and brand) – which is the main hypothesis – is studied through in-depth interviews performed to both influencers and brands, the results of which give us reasons to believe that the relationship has evolved towards a much more formal, legally based, measurable in terms of outcome and at the same time, much more flexible agreement by which the collaborating brand gives them both the possibility of shaping the content exposed in their profiles and the chance to negotiate remuneration. Further, the behaviour of followers is analysed by means of two different methods: first, by doing an analysis of their reaction in terms of number of likes, follows and comments to promoted posts from both micro and macro influencers from the following fields: fashion, beauty, entertainment, travel, fitness, lifestyle, and cinema. Second, through a 19-Question survey conducted to extract conclusions about followers’ reaction to advertising posts and its effect on purchase intent; how credibility of the content shown by micro and macro influencers differs when making a distinction between them, and their knowledge of the legal obligation of influencers to admit the promotional nature of their posts, among other questions. Finally, a detailed conclusion of the hypotheses and research goals brought us to reject or accept them, giving certain exceptions, and making some recommendations for further research on this every day more powerful branch of marketing.