Influencer marketing strategies along the funnel: Conceptualization and taxonomy

Although firms increasingly invest in influencer marketing campaigns, research has primarily focused on analyzing individual posts rather than integrated campaigns, overlooking the interconnectedness of decisions within the broader campaign strategy. To address this gap, we introduce the concept of Influencer Marketing Strategy (IMS), centered on four key decisions: content strategy, creator portfolio, control level, and communication tone (the 4Cs). Drawing on social capital theory and construal level theory, we develop propositions positing that IMSs are shaped by two campaign characteristics – the target funnel stage and conveyed brand personality – and, through an exploratory, theory-building approach, analyze 38 influencer campaigns by 17 brands across several industries, including fashion, food, and electronics. Findings reveal four typologies of IMSs (warm ambassadorship, expert endorsement, entertaining testimonial, aspirational billboard), each suited to specific objectives and emphasizing different personalities. Finally, we develop a tool to support marketers decision-making in their IMSs and propose a future research agenda.