Microinfluencers: an unpaid job connecting brands and consumers in the advertising industry
Abstract
Influencer marketing has become a fundamental tool in advertising activity. Both academic and professional research has focused on understanding the relationship between influencers, brands and consumers from the receiver's perspective. Therefore, it is proposed to approach it from the perspective of the prescriber and attending to the microinfluencer, a figure so far hardly studied, with the aim of knowing their work dynamics in the advertising sector and the value they bring to the profession.
A survey of 290 microinfluencers shows that there is a standardized work process. As for the brands, they give a good briefing, but the microinfluencers do not have professional tools and do not receive training to carry out collaborations. Thus, they are free to create, but not to make strategic decisions. There are many advantages that these digital prescribers bring to brands, but they demand remuneration for their work and not a relationship based on the exchange of products and services.
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