Zeynep Karagür, Jan-Michael Becker, Kristina Klein, and Alexander Edeling investigated how different forms of disclosure on Instagram, along with the characteristics of influencers, affect whether viewers perceive a post as advertising, their trust in the influencer, and their engagement with the post. Their findings offer useful information for policymakers, marketers, and influencers.
Barbara Duffek, Andreas B. Eisingerich, and Omar Merlo share insights from a global study on influencer marketing, revealing five properties that contribute to authenticity and suggesting six strategies that will help managers to align their stakeholders, build trust, and get the most out of influencer marketing.
Maximilian Beichert, Andreas Bayerl, Jacob Goldenberg, and Andreas Lanz show that influencers with small followings, despite their limited reach, produce a higher return on investment in direct sales campaigns than their larger counterparts. By linking the strength of viewers’ engagement to actual revenue rather than v...
Li Chen and Andrew N. Smith explain how video influencers can increase their viewers’ engagement with sponsored content. They show that clear disclosure of sponsorships boosts this engagement, while excessive customization and subjective endorsements may backfire, undermining the perceived authenticity that makes influ...
Andreas Lanz, Jacob Goldenberg, Daniel Shapira, and Florian Stahl introduce a forward-looking influencer marketing framework that allows managers identify and engage still-unknown prospective influencers in order to buy future endorsements.
Jacob Goldenberg, Andreas Lanz, Florian Stahl, and Daniel Shapira show that managers and creators who build ties with nearby, low-status influencers outperform those who cultivate high-status influencers. This efficient means of expanding audiences uses the existing dynamics of social networks.
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.
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