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The challenges and benefits of influencer marketing

  • Trends
  • Marketing, Sales and Communication
1,3K views

Changes in media consumption patterns have resulted in two significant shifts in how firms communicate with such customers over the past couple of years, explains Prof. Michael Haenlein.

https://doi.org/10.1016/j.ibusrev.2024.102278

Mots clés
  • Influencer, Instagram, marketing, Social Media, TikTok

Auteur.e(s)

HAENLEIN Michael
Professor
ESCP Business School

Institution(s)

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