The Value of Influencer Marketing for Business: A Bibliometric Analysis and Managerial Implications
Abstract
Influencer marketing appears to be an effective and cost-efficient marketing tool, as it is often not perceived by consumers as advertising and guarantees a wide reach to very engaged audiences. Many businesses harness social media influencers to promote their brands to target audiences. However, influencer marketing has mainly been adopted through a process of trial and error without in-depth insight into how social media influencers should be...
Paper Details
Title
The Value of Influencer Marketing for Business: A Bibliometric Analysis and Managerial Implications
Published Date
Jan 26, 2021
Journal
Volume
50
Issue
2
Pages
160 - 178
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