New Directions in Influencer Research
Journal: Journal of Advertising Research
Influencer marketing has evolved from a niche social media tactic into a core component of contemporary brand communication strategies. During this time, research on influencer marketing has proliferated, helping to define and broaden our conceptualization of influencers (e.g., Campbell and Farrell 2020; Thomas and Fowler 2021), while providing key insights into how influencer marketing functions (e.g., Audrezet et…