Behind influencer marketing: key marketing decisions and their effects on followers' responses

Influencer marketing actions are mostly carried out on social platforms, e.g., Facebook, Instagram and Twitter. However, despite its increasing use, studies on this subject are still scarce. In this research, we focus on four essential factors related to an influencer marketing programme, analyzed i...

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Bibliographic Details
Published in:Journal of marketing management 2020-05, Vol.36 (7-8), p.579-607
Main Authors: Martínez-López, Francisco J., Anaya-Sánchez, Rafael, Fernández Giordano, Marisel, Lopez-Lopez, David
Format: Article
Language:English
Subjects:
brand control
Brands
Celebrities
celebrity congruence
celebrity level
commercial orientation
Congruence
Fame
Influencer marketing
Marketing
post
Social media
Social networks
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