TY  - JOUR
AU  - Martínez López, Francisco J.
AU  - Anaya Sánchez, Rafael
AU  - Fernández Giordano, Marisel
AU  - Lopez Lopez, David
PY  - 2020
DO  - 10.1080/0267257X.2020.1738525
SN  - 0267-257X
UR  - https://hdl.handle.net/20.500.14352/116917
T2  - Journal of Marketing Management
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...
LA  - eng
M2  - 579
PB  - Taylor & Francis
KW  - Influencer marketing
KW  - post
KW  - brand control
KW  - commercial orientation
KW  - celebrity level
KW  - celebrity congruence
TI  - Behind influencer marketing: key marketing decisions and their effects on followers’ responses
TY  - journal article
VL  - 36
ER  -