NIM Mar Intell Rev
Introduction
NIM Marketing Intelligence Review, 17(1)
INTEREST CATEGORY: MARKETING STRATEGY
POSTING TYPE: TOCs
Issue: “Influencer Marketing and the Creator Economy”
Influencer Marketing: How to Be Successful in the Age of Chronically Online Consumers
—Jenna Drenten []
The Next Age of Retailing: Learning from Influencers’ Strategies
—Sara Rosengren, Colin Campbell and Justine Rapp Farrell []
Unwanted Social Media Comments? The Tricky Business of Managing Online Hostility in Influencer Marketing
—Michelle Daniels and Freeman Wu []
When Fans Become Anti-Fans: How to Navigate Negative Influencer–Follower Relationships
—Rebecca Mardon, Hayley Cocker and Kate Daunt []
Optimizing Influencer Mix Strategies for Livestream Commerce: Insights from China
—Xian Gu, Xiaoxi Zhang and P. K. Kannan []
When the Product Is You: The (Not So) Glamorous Life of an Influencer
—Brooke Erin Duffy []
Designing Influence: How Cartoonish and Humanlike Characters Shape Consumer Decisions
—Carolin Kaiser, Vladimir Manewitsch and Rene Schallner []
Behind the Screens: How to Build Impactful Influencer Campaigns That #breaktheInternet
—Jenna Drenten and Molly Tullis []