This post is provided by our partner the Future Foundation, the leading consumer futures business.
The power of social networking – and the important position it has come to play in so many of our lives – has given rise to an entirely new discipline within marketing: that of the influencer.
To quantify consumers’ online influence, we created an index using our nVision Global research and then used it to gain an insight into who these people really are. First, we looked at how closely a selection of variables correlated with two statements: “People often come to me for advice in general” and “I’m always telling friends/family about new products and services I’ve discovered”. The variables in question included key factors like the propensity to share links on social networking websites, the size of personal friendship networks, willingness to talk about brands, self-perception of influence and strength of attitudes towards word-of-mouth. By conducting several stages of factor analysis, people were then categorised as low/medium/high in terms of their influence. [Creative Commons image by Felipe Bachomo]