Edler, Ronja; Perret, Jens K. - In: Research Journal for Applied Management (RJAM) 2 (2021) 1, pp. 68-93
The present study revisits the topic of influencer marketing from a quantitative point of view. For a sample of 255 influencers from the field of women's fashion on Instagram the lists of those accounts they follow have been used to generate a network connecting them to their peers. Based on...