Navigating the New Era of Influencer Marketing: How to be Successful on Instagram, TikTok, & Co.

  title={Navigating the New Era of Influencer Marketing: How to be Successful on Instagram, TikTok, \& Co.},
  author={Michael Haenlein and Ertan Anadol and Tyler Farnsworth and Harry Hugo and Jess Hunichen and Diana Welte},
  journal={California Management Review},
  pages={5 - 25}
Influencer marketing represents a $10 billion industry in 2020 and is becoming of increasing relevance for many firms, especially those operating in a business-to-consumer environment. Few firms in the fashion, beauty, travel, food, or beverage industries are running marketing campaigns these days that do not include, at least to some share, a collaboration with popular users on platforms such as Instagram and TikTok. However, many marketing managers still have a less than adequate… Expand
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