RT Journal Article
T1 Behind influencer marketing: key marketing decisions and their effects on followers’ responses
T1 Detrás del marketing de influencia: decisiones clave de marketing y sus efectos en las respuestas de los seguidores
A1 Martínez López, Francisco J.
A1 Anaya Sánchez, Rafael
A1 Fernández Giordano, Marisel
A1 Lopez Lopez, David
AB 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.
PB Taylor & Francis
SN 0267-257X
YR 2020
FD 2020-04-20
LK https://hdl.handle.net/20.500.14352/116917
UL https://hdl.handle.net/20.500.14352/116917
LA eng
NO 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, 36(7–8), 579–607. https://doi.org/10.1080/0267257X.2020.1738525
DS Docta Complutense
RD 18 abr 2025