Developing Strategic Frameworks for Influencer Marketing and Brand Awareness Versus Sales Performance

Influencer marketing has rapidly become a dominant strategy in the digital age, where brands leverage individuals with a large following on social media platforms to increase brand visibility, drive sales, and shape consumer perceptions. This book chapter's purpose is to delve into the development of strategic frameworks in influencer marketing, focusing on how companies can effectively leverage influencer campaigns to either enhance brand awareness or improve marketing and sales performance. The overarching objective is to provide a comprehensive understanding for practitioners, academics, and other stakeholders regarding the distinctions between these two key objectives and how influencer marketing can be tailored to achieve specific corporate goals efficiently. Additionally, the study highlights the emerging trend of determining influencer rate cards based on engagement rates, as opposed to simply relying on the number of subscribers or followers, to more accurately reflect the effectiveness of influencer-driven campaigns.