Given the significant impact that these interactions have on the daily lives of social media users, it is imperative that we incorporate them into our research in order to gain a comprehensive understanding of the concept of influencer marketing. Prior studies have also validated that parasocial ...
The objective of the paper is to throw light on the emerging concept of Influencer Marketing in the today's competitive era where marketing of a product is a big challenge for the industrial world as hundreds of substitutes are available to target the potential buyers in the market. The ...
Many Influencer Marketing courses out there are focusing on how to be an influencer, the concept of influencer marketing, or specifically Instagram or TikTok Influencers. While this course aims to look at it from the perspective of a Marketing Manager, and what they need to do to master the ...
While previous research has offered evidence of the unique aspects of the influencer marketing phenomenon, we need a holistic view that will consider the different stakeholders and how they create value. Within this manuscript, we aim to knit together the disconnected strands of knowledge on influence...
Note that Kendall Jenner is an exception. Most influencers only earn a small fraction of what she earns. However, the concept of influencer marketing remains the same – enter into a partnership with a brand to boost their brand awareness. ...
The Marketing Concept As marketing becomes more complicated, companies must rise above the rest to succeed. A key component of this is focusing on the customer and delivering superior value. Many refer to this concept as a “customer-first approach”. ...
Influencer marketing significantly impacts consumer behavior and decision-making. However, identifying the drivers of influencer marketing effectiveness and conditions that enhance their impact remains challenging. This meta-analysis, which synthesizes 1,531 effect sizes from 251 papers, assesses influencer ma...
The premise behind this style of marketing is that credible people have the ability to both drive and retain customers by becoming the voice and the heartbeat of a brand. The strength of this concept powers influencer marketing which is why it’s working with flying colors. When these pieces...
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