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Selling through social media influencers in influencer marketing : participation-based contract versus sales-based contract

Shen, Bin; Cheng, Ming; He, Renlong; Yang, Minglei - In: Electronic commerce research 24 (2024) 2, pp. 1095-1118

Persistent link: https://www.econbiz.de/10015063270

Celebrity, Social Media Influencers and Brand Performance : Exploring New Dynamics and Future Trends in Marketing

Tabari, Saloomeh (ed.); Ding, Qing Shan (ed.) - 2024

virtual world, a conceptual perspective on virtual influencers and influencer marketing -- Chapter 8. Virtual world, fear of … missing out and its impact on impulsive buying -- Chapter 9. Virtual Influencers, the Future of Marketing and Branding … and trustworthy. This edited book examines this new era of marketing by focusing on the impact of employing celebrities …

Persistent link: https://www.econbiz.de/10015053252

How to engage and attract virtual influencers' followers : a new non-human approach in the age of influencer marketing

Melnychuk, Hanna-Anastasiia; Arasli, Hüseyin; Nevzat, … - In: Marketing intelligence & planning 42 (2024) 3, pp. 393-417

Persistent link: https://www.econbiz.de/10015056874

Making sense? : the sensory-specific nature of virtual influencer effectiveness

Zhou, Xinyue; Jiang, Yuwei - In: Journal of marketing 88 (2024) 4, pp. 84-106

Persistent link: https://www.econbiz.de/10014582933

The continuous maturity analysis of Li Ning's brand marketing through Weibo, China

Xiang, Ziqi - In: International journal of electronic business : IJEB 19 (2024) 1, pp. 22-55

Persistent link: https://www.econbiz.de/10015063949

Stars in social media : new light through old windows?

Gänßle, Sophia; Budzinski, Oliver - In: Journal of media business studies 18 (2021) 2, pp. 79-105

We review the economics of superstars, originally developed for stars in traditional media, and discuss whether they are applicable for the novel phenomenon of stars in social media (influencer, micro-celebrities). Moreover, we analyse potentially new factors for creating social media...

Persistent link: https://www.econbiz.de/10012513812

Stars in social media: new light through old windows?

Gänßle, Sophia; Budzinski, Oliver - 2019

We review the economics of superstars, originally developed for stars in traditional media, and discuss whether they are applicable for the (allegedly) novel phenomenon of stars in social media (influencer, micro-celebrities). Moreover, we analyse potentially new factors for creating social...

Persistent link: https://www.econbiz.de/10011994966

The economics of influencers and social media stardom

Gänßle, Sophia; Budzinski, Oliver - 2023

This chapter provides an overview of the economics of influencers and social media stardom. It provides the state-of-research regarding success factors, revenue and payment models, social media platforms and ecosystems, and welfare effects. It describes the role of social media content providers...

Persistent link: https://www.econbiz.de/10014292171

Who influences the influencer : a network analytical study of an influencer's peer-based importance

Perret, Jens K. - In: International journal of electronic marketing and … 15 (2024) 3, pp. 370-392

Persistent link: https://www.econbiz.de/10015063988

A Cross-Cultural Perspective on Motives and Patterns of Brand Recommendation in Social Media

Kolo, Castulus; Widenhorn, Stefan; Borgstedt, Anna-Lena; … - In: International Journal of Online Marketing (IJOM) 8 (2018) 2, pp. 27-44

This article describes how today, social media enable users to comment on brands in a multitude of ways. Although it is undoubted that this can have a substantial influence on the way brands impact on consumers, comparatively little is known about what motivates consumers to recommend brands in...

Persistent link: https://www.econbiz.de/10012046831