Multi-influencer: Strategies and Practices of Influencer Marketing
- 2014年第12期 
本文探索公关实务界所运用的“名流与成功典范”、“达人与权威大师”、“贤达与公信机构”、“版主与网络红人”和“爱用者与业内人士”五种类型影响者来论述多重影响者的公关营销操作模式。结果发现：首先，各阶段调整多重影响者能发挥影响力营销的最优化效果；其次，媒体曝光指标可以反推多重影响者的营销效益；最后，对比日本与菲律宾案例，证实多重影响者的操作模式具有一定的规律性，但是需要配合符合当地的特殊因素。 The main purpose of this paper is to discuss the case practice of Marketing Public Relation in Taiwan. First, this research adopts celebrities, experts, credibility, catalysts and insiders well known five influencers in practice to explore the multiple influencer marketing modes. In the three stages, influencers can adjust combination of multiple influencers according to the needs of the various stages to exert the optimal marketing results. It is also founded that the five elements of influencer selection are targeted audience, brand and product characteristics, marketing cost, conformity and infrequent events. Next, the results of media exposure may deduce marketing benefits of the multiple influencers. Finally, after comparing PR marketing cases with similar products in Japan and the Philippines, it is confirmed that the multiple influencers operating mode exists with certain universality.