Influencer Marketing as a Digital Innovation Strategy

Abstract

This study reframes the influencer marketing as a strategic aspect of digital innovation and not just a promotional communication. The study examines the impact of the intensity of the interaction with the influencers, authenticity of the influencers, the digital analytical ability of the company and the integration of the cross-functional teams on the results of the innovation at the level of the company, based on the theory of digital innovation, the theory of dynamic capabilities and the theory of social capital. A sequential explanatory mixed design approach was used to gather data from 320 digital-intensive marketing executives, 18 in-depth practitioner interviews, and case studies of Nike, Glossier, and Gymshark. The results of structural equation modeling show that the value of influence engagement is considered as one of the important variables that can be a mediator in forming trust and digital analytics capability that can be a moderator for the effect of influence engagement on innovation output. Qualitative results also confirm that influencers act as a co-creation partner, knowledge intermediary, and distributed innovation agent in digital ecosystems. The study is theoretically significant as it adds influencer marketing to digital innovation strategy and practically as it provides a framework for incorporating insights generated by influencers in a cross-functional innovation process.