Influencer marketing

  title={Influencer marketing},
  author={Carolina Stubb and Anna-Greta Nystr{\"o}m and Jonas Colliander},
  journal={Journal of Communication Management},
PurposeThe purpose of this paper is to investigate the effects of a particular form of sponsorship disclaimer in sponsored content by social media influencers (SMIs), namely a sponsorship compensation justification disclosure. A sponsorship compensation justification disclosure explains why influencers and brands engage in sponsorship collaborations by providing a normative reason that justifies the existence and dissemination of sponsored content.Design/methodology/approachAn experimental… 

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