Published in Journal of Marketing · View the paper (DOI)
Researchers found that increasing the influencer marketing budget increases consumer engagement, but firms are allocating budgets sub-optimally. Selecting influencers who post original content and have more followers leads to greater effectiveness.
Coverage from 2 institutions
- How to get more ROI from your influencer marketing investments American Marketing Association · Jun 9, 2022 · first to report
- These factors have the biggest impact on influencer marketing effectiveness University of Washington · Oct 19, 2022