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 influencer marketing work.
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.
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.
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...
Jae Chung, Yu Ding, and Ajay Kalra reveal how personal storytelling, social connections, and emotional expression on social media can dramatically boost audience engagement, increasing viewer’s interactions and their perception of influencers as authentic. 1
Meizhi Pan, Markus Blut, Arezou Ghiassaleh, and Zach W. Y. Lee explain which factors in influencer marketing drive both transactional and non-transactional marketing metrics and how managers can adapt their strategies to different platforms and products.
Philipp Martin explains why themed communities like run clubs and book clubs are the next step in influencer marketing. He explores what this development means for brands and community hosts, as well as digital and physical spaces.
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