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

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 t...

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Bibliographic Details
Published in:California management review 2020-11, Vol.63 (1), p.5-25
Main Authors: Haenlein, Michael, Anadol, Ertan, Farnsworth, Tyler, Hugo, Harry, Hunichen, Jess, Welte, Diana
Format: Article
Language:English
Subjects:
Beauty
Beverage industry
Campaigns
Collaboration
Companies
Food consumption
Influencer marketing
Marketing
Social media
Social networks
Success factors
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