The sway of influencer marketing: Evidence from a restaurant group

Volume: 98, Pages: 103022 - 103022
Published: Sep 1, 2021
Abstract
Influencer marketing has become a powerful channel for brand promotion and market expansion in the hospitality industry. However, those responsible for implementing influencer marketing campaigns are susceptible to the “myth of viewability” and rely on the Cost Per View (CPV) evaluation metric, rather than the more appropriate Cost Per Action (CPA). The current research explores the aforementioned myth from a hospitality management perspective...
Paper Details
Title
The sway of influencer marketing: Evidence from a restaurant group
Published Date
Sep 1, 2021
Volume
98
Pages
103022 - 103022
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