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International Journal of Industrial Organization, 2010 We specify an oligopoly game, where firms choose quantity in order to maximize 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.
Menezes, Flavio, M., Quiggin, John
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, 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
Authenticity in Influencer Marketing: How Can Influencers and Brands Work Together to Build and Maintain Influencer Authenticity? [PDF]
Journal of MarketingThis study examines how different stakeholders perceive influencer authenticity, revealing the misalignments that arise when each group prioritizes different aspects of authenticity.
Andreas Benedikt Eisingerich
exaly +2 more sources
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2021
This paper aims to analyze influencer marketing and present its application at Dukat. Dukat is an example of a company that was among the first to see the benefits of applying influencer marketing and thus strengthen the relationship with its customers. Influencer marketing is an established trend in marketing that targets individuals with an impact on
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This paper aims to analyze influencer marketing and present its application at Dukat. Dukat is an example of a company that was among the first to see the benefits of applying influencer marketing and thus strengthen the relationship with its customers. Influencer marketing is an established trend in marketing that targets individuals with an impact on
+5 more sources
THE INFLUENCE OF CONTENT MARKETING AND INFLUENCER MARKETING ON PURCHASE DECISIONS
BEMJ : Business, Entrepreneurship, and Management JournalThe 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 +2 more
openaire +1 more source
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 +3 more
openaire +1 more source
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 +3 more
openaire +1 more source
The influence of 'influencer marketing' on YouTube influencers
International Journal of Internet Marketing and Advertising, 2021Fulya Acikgoz, Sebnem Burnaz
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Influencer Marketing Effectiveness
Journal of Marketing, 2022Flora Gu, Fine F Leung, Jon Zhang
exaly