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

FLINT

Nonflammable

Predicting the Influencer Value,More precisely, Study 1 explores (i) what determines the fit of an influencer and a brand and (ii) how this influencer brand fit and the influencer’s other personal characteristics as well as the influencer’s network characteristics within a portfolio of influencers effect post reach (awareness phas

cognizant

Investigating the Effectiveness of Influencer Marketing,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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