Titlebook: Effectiveness of Influencer Marketing; Jane Johne Book 2023 The Editor(s) (if applicable) and The Author(s), under exclusive license to Sp

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Organisation und Datenverarbeitung,ore precisely, Study 2 (i) observes the relative effectiveness of influencer marketing compared to firm-generated as well as consumer-generated messages on social media and advertising on website visits, orders and revenue and (ii) explores the interaction effects among those channels.

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Gerhard Lippe,Jörn Esemann,Thomas TänzerThe following chapter outlines the empirical research related to firm and consumer activities on social media, thereby positioning this thesis in the current literature. Moreover, the aim of this review is to identify relevant studies to answer the following questions regarding the management of an influencer campaign:

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Gerhard Lippe,Jörn Esemann,Thomas TänzerIn the following, a summary of the thesis is provided and the theoretical contribution is outlined. Based on the findings of both studies, managerial implications are derived. Lastly, the thesis provides an outlook on potential future research.

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Literature Review,The following chapter outlines the empirical research related to firm and consumer activities on social media, thereby positioning this thesis in the current literature. Moreover, the aim of this review is to identify relevant studies to answer the following questions regarding the management of an influencer campaign:

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General Discussion,In the following, a summary of the thesis is provided and the theoretical contribution is outlined. Based on the findings of both studies, managerial implications are derived. Lastly, the thesis provides an outlook on potential future research.

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Organisation und Datenverarbeitung,ore precisely, Study 2 (i) observes the relative effectiveness of influencer marketing compared to firm-generated as well as consumer-generated messages on social media and advertising on website visits, orders and revenue and (ii) explores the interaction effects among those channels.

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