Behind influencer marketing: key marketing decisions and their effects on followers’ responses

@article{MartnezLpez2020BehindIM,
  title={Behind influencer marketing: key marketing decisions and their effects on followers’ responses},
  author={Francisco J. Mart{\'i}nez-L{\'o}pez and Rafael Anaya-S{\'a}nchez and Marisel Fern{\'a}ndez Giordano and David Lopez-Lopez},
  journal={Journal of Marketing Management},
  year={2020},
  volume={36},
  pages={579 - 607}
}
ABSTRACT Influencer marketing actions are mostly carried out on social platforms, e.g., Facebook, Instagram and Twitter. However, despite its increasing use, studies on this subject are still scarce. In this research, we focus on four essential factors related to an influencer marketing programme, analyzed in two separate experimental studies for theoretical reasons and methodological operability: brand control over the shared message and its commercial orientation; and, the celebrity level of… Expand
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