We introduce and solve a new class of "downward-recursive" static portfolio choice problems. An individual simultaneously chooses among ranked stochastic options, and each choice is costly. In the motivational application, just one may be exercised from those that succeed. This often emerges in...

Influencer is one of the modern means of communication. Sometimes people are called opinion formers, others are opinion leaders, and third - just influencer. Collaboration with these people is an integral part of public relations and an effective brand awareness tool. Consumers are beginning to...

Gewöhnlich beschreibt Influencer Marketing den Testimonialeinsatz von Social Media-Akteuren in der Produkt- und Markenkommunikation mit dem Ziel, deren Popularität, ihre Multiplikatorfunktion sowie ihren Einfluss auf die Meinungsbildung zu nutzen, um Einstellungen und Kaufentscheidungsprozesse...

Social Media Stars sowie prominente Testimonials aus der klassischen Medienwelt, die in den sozialen Medien ebenfalls über beachtliche Reichweiten verfügen, können im Namen von Marken großen Einfluss auf ihre Fans und Follower ausüben. Hierfür gilt es, geeignete Influencer systematisch mit...

When analysing the impact of blogs on sales, previous research focused solely on qualitative factors (e.g. trust and credibility). This article, however, answers the question if one can also identify quantitative factors such as the number of followers on social media and similar. For this...

Pamela Reif, a German fitness influencer regulary reaches over eight million followers with her fitness posts and videos. Needless to say that many sports companies such as Puma reach out to her. What is so special about a relationship between an influencer and his/her followers and what...

Understanding influencer credibility and online advertising and explaining its implications is the basis for analyzing customer purchase behavior. Novelties in digital marketing are visible in the growth of advertising through digital platforms using micro-influencers, compared to the former...

We quantify the prevalence of undisclosed influencer posts on Twitter across a large set of brands based on a unique data set of over 100 million posts. We develop a novel method to detect undisclosed influencer posts and find that 96% of influencer posts are not disclosed as such. Despite...

Neue Entwicklungen und gestiegene Anforderungen stellen das Marketing in Frage. Produktmanagement und Vertrieb agieren in eigenen Einheiten, das Marketing wird auf Marketingkommunikation reduziert. Zugleich beansprucht die Unternehmenskommunikation die Führerschaft über die gesamte...