Influencer marketing is the action of paying people to personally promote a product, usually through social media platforms such as Instagram and YouTube. A survey by the Association of National Advertisers External found that 75% of marketers use influencer marketing in their promotion strategy.1 As the influencer marketing industry grows, some universities are offering courses in influencer strategies and influencer-related public relations.2 Influencers are those who can reach and resonate with a large audience, but the size of that audience can vary:
This guide provides an overview for individuals interested in researching social media influencers, businesses that use influencer marketing, and current issues in influencer marketing.
Useful keywords for searching this topic include: Influence marketing, influencer marketing, social media influencer, brand marketing, endorsements, digital marketing, social media marketing, content creators
When searching in the Library of Congress Online Catalog, try combining both keywords and subject headings to narrow your search results.
Part of the Science, Technology & Business Division at the Library of Congress, Business Reference Services is the starting point for conducting research at the Library of Congress in the subject areas of business and economics. Here, reference specialists in specific subject areas of business assist patrons in formulating search strategies and gaining access to the information and materials contained in the Library's rich collections of business and economics materials.