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Influencer marketing is central to modern digital marketing strategies, particularly in creating omnichannel customer journeys. However, existing research has yet to specify how distinct influencer characteristics motivate consumer behaviour across customer journey phases. The objective of this research is to develop a typology based on empirical data of influencer-driven customer journeys. Grounded in social influence and construal-level theories, this study analyses 40 consumer interviews. Findings suggest four common omnichannel customer journey types that can be motivated by influencer marketing touchpoints and the results validate and advance knowledge of 13 relevant influencer characteristics, including underexplored factors. Addressing limited integration of influencer touchpoint characteristics and customer journey research, this study contributes to evolving knowledge of influencer marketing touchpoints within customer journeys, offering actionable insights for the strategic management of omnichannel marketing efforts.
De-Juan-Vigaray et al. (Thu,) studied this question.