Results 251 to 260 of about 11,483 (281)

B2B influencer marketing: Conceptualization and four managerial strategies

Industrial Marketing Management, 2023
While there is a growing body of research on influencer marketing, it focuses almost exclusively on the consumer marketing context, and offers limited insights for business-to-business (B2B) organizations.
Joona Keränen
exaly   +2 more sources

Influencer marketing

, 2020
The aim of this Influencer marketing diploma thesis is to find out the role influencer marketing plays in the overall brand communication. The key emphasis is to understand if influencer marketing has a positive influence on a brand's image and whether ...
Alvaradová, Karolína
core   +3 more sources

Influencer marketing: Homophily, customer value co-creation behaviour and purchase intention

Journal of Retailing and Consumer Services, 2022
Given the rise in influencer marketing on social media, this paper explores how homophily between influencers and their audiences affects customer value co-creation behaviour, resulting in increased expected brand value and purchase intention.
Joy Parkinson, Park Thaichon
exaly   +2 more sources

Authenticity in Influencer Marketing: How Can Influencers and Brands Work Together to Build and Maintain Influencer Authenticity?

Journal of Marketing
This study examines how different stakeholders perceive influencer authenticity, revealing the misalignments that arise when each group prioritizes different aspects of authenticity.
Andreas B Eisingerich
exaly   +2 more sources

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THE INFLUENCE OF CONTENT MARKETING AND INFLUENCER MARKETING ON PURCHASE DECISIONS

BEMJ : Business, Entrepreneurship, and Management Journal
The increasing number of TikTok application users makes an extraordinary difference. Starting from the realm of short entertainment videos, TikTok is expanding into the realm of e-commerce (TikTok Shop). Not a few TikTok users make purchasing decisions through TikTok Shop.
null Nurani, null Bondan Subagyo, null Rosa Aprilia Ika Rahayu   +2 more
openaire   +1 more source

Markets for Influence

2007
We specify an oligopoly game, where firms choose quantity in order to maximise profits, that is strategically equivalent to a standard Tullock rent-seeking game. We then show that the Tullock game may be interpreted as an oligopsonistic market for influence.Alternative specifications of the strategic variable give rise to a range of Nash equilibria ...
Menezes, Flavio, Quiggin, John, Menezes, Flavio, Quiggin, John   +3 more
openaire   +1 more source

The influence of 'influencer marketing' on YouTube influencers

International Journal of Internet Marketing and Advertising, 2021
Fulya Acikgoz, Sebnem Burnaz
openaire   +1 more source

Influencer Marketing Effectiveness

Journal of Marketing, 2022
Fine F Leung, Flora F Gu, Jonathan Z Zhang   +2 more
exaly  

The role of influencer–follower congruence in the relationship between influencer marketing and purchase behaviour

Journal of Retailing and Consumer Services, 2023
Dominyka Venciute, Ricardo Correia
exaly  

Impacts of influencer attributes on purchase intentions in social media influencer marketing: Mediating roles of characterizations

Technological Forecasting and Social Change, 2022
Hisashi Masuda, Jungwoo Lee
exaly