Baumgarth, Carsten; Kirkby, Alexandra; Kaibel, Cosima - In: Creativity and marketing : the fuel for success, (pp. 149-167). 2021
Influencer marketing in the traditional sense is changing and taking on a new and creative form. Previously, classic influencers were real, human people, now there is a rise in fake, artificial influencers who are opening up innovative means for brand–influencer collaborations over a variety...
