Time to rethink your influencer marketing efforts? A new Journal of Marketing study shows that firms aiming to build a large follower base are better off targeting followers of followers than cherry-picking remote influencers.

Read an in-depth recap of this research here: https://www.ama.org/2024/03/19/a-research-proven-way-to-build-a-bigger-social-audience-target-followers-of-followers/

Read the full Journal of Marketing article here: https://doi.org/10.1177/00222429231223420

Reference: Jacob Goldenberg, Andreas Lanz, Daniel Shapira, and Florian Stahl, “Targeting Nearby Influencers: The Acceleration of Natural Triadic Closure by Leveraging Interconnectors,” Journal of Marketing.

Narrator: Adalgisa Butkewitsch

Acknowledgments: Sushma Kambagowni

Topics: influencer marketing, user-generated content, social media, soundcloud

The JM Buzz Podcast is a production of the American Marketing Association's Journal of Marketing and is produced by ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠University FM

A Research-Proven Way to Build a Bigger Social Audience: Target Followers of Followers