RT Journal Article
T1 Behind influencer marketing: key marketing decisions and their effects on followers’ responses.
A1 Martínez López, Francisco José
A1 Anaya-Sánchez, Rafael
A1 Fernández-Giordano, Marisel
A1 López-López, David
K1 Marketing en Internet
K1 Publicidad en Internet
K1 Redes sociales en Internet
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
YR 2020
FD 2020-04-20
LK https://hdl.handle.net/10630/35819
UL https://hdl.handle.net/10630/35819
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.
NO https://openpolicyfinder.jisc.ac.uk/id/publication/5670
DS RIUMA. Repositorio Institucional de la Universidad de Málaga
RD 3 mar 2026