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Sponsored Artificial Intelligence: A Modern Approach, Global Edition Artificial Intelligence: A Modern Approach, Global Edition

Author

Meizhi Pan

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Aug 2026

What Really Works: The Drivers and Mediators of Success in Influencer Marketing

Meizhi Pan, Markus Blut, Arezou Ghiassaleh, and Zach W. Y. Lee explain which factors in influencer marketing drive both transactional and non-transactional marketing metrics and how managers can adapt their strategies to different platforms and products.

Meizhi Pan, Markus Blut, Arezou Ghiassaleh et al. · 0 citations

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