The challenges for incorporating influencer marketing into the promotional mix: what Brazilian advertisers say

Authors

Keywords:

Influence marketing, Digital influencers, Content marketing

Abstract

This paper is based upon a survey with 93 companies, aimed at identifying the challenges to incorporate influence marketing as part of the promotional mix. Three challenges were reported: how to use metrics that truly reflect how much influence marketing contributes to the company’s performance; how to select the influencers that will bring effective results; and how to incorporate influence marketing strategically.

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Author Biographies

Gilmar José dos Santos, Universidade Federal de Juiz de Fora

Doutor em Administração (Marketing e Estratégia Competitiva) pela Universidade Federal do Rio Grande do Sul (2004), Mestre em Administração (Mercadologia e Administração Estratégica -1995) e Bacharel em Comunicação Social (Publicidade e Propaganda - 1989) pela Universidade Federal de Minas Gerais. Atualmente é professor da Faculdade de Administração e Ciências Contábeis da Universidade Federal de Juiz de Fora, atuando nas áreas de Marketing, Comunicação Corporativa e Institucional e Políticas Públicas.

Heloísa Pinna Bernardo, Universidade Federal de Juiz de Fora

Professora de Finanças da Universidade Federal de Juiz de Fora, Doutora em Contabilidade (2014), possui graduação em Engenharia Mecânica pela Fundação Armando Álvares Penteado (1983) e mestrado em Controladoria e Contabilidade pela Universidade de São Paulo (2001).

Ísis Bernardo Ramos

Estudante de Geografia da Universidade de São Paulo. Atua principalmente nos seguintes temas: mudanças climáticas, risco e vulnerabilidade.

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Published

2023-01-06

How to Cite

Santos, G. J. dos, Bernardo, H. P., & Ramos, Ísis B. (2023). The challenges for incorporating influencer marketing into the promotional mix: what Brazilian advertisers say. Cadernos De Comunicação, 26(3). Retrieved from https://periodicos.ufsm.br/ccomunicacao/article/view/69901

Issue

Vol. 26 No. 3 (2022)

Section

Artigos

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