Effective Influencer Marketing Strategies for Brand Evangelism

This book chapter aims to synthesise influencer marketing literature for brand evangelism. It also seeks to identify successful influencer marketing traits and strategies for brand evangelism. Existing literature encourages research efforts that associate influencer marketing with conscious consumption and sustainability. Likewise, current emphasis on sustainable development goals necessitates an investigation as prescribed by this book chapter. A systematic literature review is adopted for this chapter that analyses literature from peer reviewed indexed sources using the TCCM framework. This chapter and investigation deviates from familiar influencer marketing approaches that are tactical and short term but offers a novel perspective on harnessing influencer marketing for sustainable consumer behaviour- brand evangelism. The chapter contributes to the calls for sustainable sources of marketing and consumption. It provides a framework for organisations willing to align profits with the social good utilising influencer partnerships.