The DOI matches its Crossref record; 2 of the 2 references it cites were found in a registry or an index.
Behind influencer marketing: key marketing decisions and their effects on followers’ responses
Open accessAbstract
Influencer marketing actions are mostly carried out on social platforms, e.g., Facebook, Instagram and Twitter. However, despite its increasing use, studies on this subject are still scarce. In this research, we focus on four essential factors related to an influencer marketing programme, analyzed in two separate experimental studies for theoretical reasons and methodological operability: brand control over the shared message and its commercial orientation; and, the celebrity level of the influencer and his/her congruence with the product/service they comment on in the post. We are also interested in the effects of these factors on a set of key responses by the follower with regard to the elements that form part of an influencer marketing action: the influencer, the post, and the product/service.
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Cites
Ohanian, R. (1990) · Journal of Advertising · doi:10.1080/00913367.1990.10673191 · Cited by 4,043
Boerman, S. C., Willemsen, L. M., & Van Der Aa, E. P. (2017) · Journal of Interactive Marketing · doi:10.1016/j.intmar.2016.12.002 · Cited by 581
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Leite, F. P., & Baptista, P. D. P. (2022) · Journal of Marketing Theory and Practice · doi:10.1080/10696679.2021.1935275 · Cited by 244
Instagram travel influencers in #quarantine: Communicative practices and roles during COVID-19
Femenia-Serra, F., Gretzel, U., & Alzua-Sorzabal, A. (2022) · Tourism Management · doi:10.1016/j.tourman.2021.104454 · Cited by 140
Han, J., & Chen, H. (2022) · International Hospitality Review · doi:10.1108/ihr-11-2020-0069 · Cited by 104
Kılıç, İ., & Gürlek, M. (2024) · Journal of Sustainable Tourism · doi:10.1080/09669582.2023.2273755 · Cited by 71
Metadata
- Authors
- Martínez-López, F. J., Anaya-Sánchez, R., Fernández Giordano, M., & Lopez-Lopez, D.
- Venue
- Journal of Marketing Management
- Publisher
- Informa UK Limited
- Published
- 2020-04-20
- Volume
- 36
- Issue
- 7-8
- Pages
- 579-607
- ISSN
- 0267-257X (ISSN-L)
- 1472-1376
- OpenAlex
- W3018040682
- Cited by
- 333
- References
- 2
- FWCI
- 55.20
- Type
- journal article
- Language
- en
- Open access
- green
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- Martínez-López, F. J., Anaya-Sánchez, R., Fernández Giordano, M., & Lopez-Lopez, D. (2020). Behind influencer marketing: key marketing decisions and their effects on followers’ responses. Journal of Marketing Management. https://doi.org/10.1080/0267257x.2020.1738525
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Contains information from the Semantic Scholar Academic Graph Datasets, made available under the ODC Attribution License (ODC-BY 1.0).
Semantic Scholar’s data is described in: Kinney, R., et al. (2023). The Semantic Scholar Open Data Platform. arXiv:2301.10140.
