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O. Merlo

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Aug 2026

The Authenticity Playbook

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.

Barbara Duffek, A. Eisingerich, O. Merlo · 0 citations