More than meets the eye: The functional components underlying influencer marketing

Influencer marketing is the practice of compensating individuals for posting about a product or service on social media. Influencer marketing is on the rise, and many marketers now plan either to start using influencers or to increase their use of them in their media mixes. Despite such growth, rela...

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Bibliographic Details
Published in:Business horizons 2020-07, Vol.63 (4), p.469-479
Main Authors: Campbell, Colin, Farrell, Justine Rapp
Format: Article
Language:English
Subjects:
Influencer marketing
Influencers
Marketing campaign
Native advertising
Online advertising
Product endorsement
Social media marketing
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