Abstract As digital and social media continue to grow in terms of usage and advertising expenditures, the advertising industry has been forced to develop innovative strategies. One such strategy is influencer marketing, which connects online personas with brands or services that target audiences trust and engage with regularly. This study provides insight into the experiences with and perceptions of influencer marketing among those working in advertising agencies. Nineteen U.S. advertising agency professionals were interviewed. Results show that the billion-dollar influencer marketing industry is largely uncharted territory that impacts strategic decision making and requires a shift in agency process for effective implementation.

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#Sponsored #Ad：影响者营销活动的代理商观点

摘要随着数字和社交媒体在使用和广告支出方面的持续增长，广告行业被迫制定创新策略。一种这样的策略是有影响力的营销，它将在线角色与目标受众经常信任和参与的品牌或服务联系起来。这项研究提供了对从事广告代理商工作的人们的影响力营销经验和见解的见解。采访了19位美国广告代理商的专业人员。结果表明，十亿美元的影响者营销行业在很大程度上是一个未知领域，这会影响战略决策，并需要改变代理程序以有效实施。