More than meets the eye: The functional components underlying influencer marketing
Abstract
Influencer marketing is the practice of compensating individuals for posting about a product or service on social media. Influencer marketing is on the rise, and many marketers now plan either to start using influencers or to increase their use of them in their media mixes. Despite such growth, relatively little strategic or academic insight exists that is specific to influencers. In this article, we describe the roots of influencer marketing...
Paper Details
Title
More than meets the eye: The functional components underlying influencer marketing
Published Date
Jul 1, 2020
Journal
Volume
63
Issue
4
Pages
469 - 479
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