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.
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...
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 o...
Cristina Nistor, Matthew Selove, and J. Miguel Villas-Boas explain why micro-influencers are more authentic than celebrities. They also discuss how brands benefit from sponsoring different types of influencers.
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.
Interview with professor and translator Marcel Vejmelka on his studies about João Guimarães Rosa's work and it's reception on Germany.
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