Message Strategies Used in Influencer Marketing

Social media had transformed the way advertisers reach their target consumers and connect with them. Influencers who are perceived as sincere and credible sources by the consumers are called the new pioneers of electronic word-of-mouth (eWOM). In parallel, Influencer Marketing became an indispensable part of the marketing budgets. Within this perspective, product placement is one of the primary means that influencers prefer while partnering with brands, creating content and delivering it to their followers. The objective of this study is to examine message strategies that influencers use when implementing product placements. Within the confines of this research 799 Instagram posts by 8 macro influencers were subject to content analysis. The results show that macro influencers use transformational message strategies the most when doing product placements