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Cited by 2Digital Marketing and Social MediaMarketing and Advertising StrategiesConsumer Behavior in Brand Consumption and Identification

Thumbs up for brands: Influencer marketing in the era of social media

Open access
Gross, Jana·2020·ETH Zurich
DOI 10.3929/ethz-b-000432350
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DataCite · 10.3929/ethz-b-000432350

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  • Sponsored posts by macroinfluencers are perceived as less authentic and more biased, while those by microinfluencers are perceived as more authentic and honest.

    “While sponsored posts by macroinfluencers are perceived as less authentic and more biased, those by microinfluencers are perceived as more authentic and honest (Gross 2020).”

    From Influencer Marketing on Instagram: Empirical Research on Social Media Engagement with Sponsored Posts (2022) · cites this paper as Gross 2020

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Authors
Gross, J.
Corresponding author
Gross, Jana
ORCID
Gross, Jana
Venue
ETH Zurich
Publisher
ETH Zurich
Published
2020
DOI
10.3929/ethz-b-000432350
OpenAlex
W3080662010
Cited by
2
References
0
Citations by year
2023: 1 · 2022: 1
Type
dissertation
Language
en
Open access
Licence
other-oa
Locations
  • Repository for Publications and Research Data (ETH Zurich) (submittedVersion, other-oa)
  • ETH Zürich Research Collection
Topics
  • Social Sciences › Sociology and Political Science › Digital Marketing and Social Media
  • Social Sciences › Business, Management and Accounting › Marketing › Marketing and Advertising Strategies
  • Social Sciences › Business, Management and Accounting › Marketing › Consumer Behavior in Brand Consumption and Identification
Keywords
influencer marketing, social media, brand, brand marketing, influencer endorsement

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