As influencer marketing evolves into a dominant force in the marketing landscape, it necessitates a deeper theoretical exploration to understand its strategic implementations and impacts. This article examines the dynamics of influencer marketing within the growing creator economy, emphasizing...

We advocate a dynamic view of influencers, considering them in a diffusion-like manner as products adopted over time by their followers. Social media influencers’ growth would be thus analogous to that of a new, continuously consumed product that grows and declines with followers’...

The fact that the adoption rate of successful innovations is bell-shaped (cumulative S-shaped) is considered the basis for most insights and analyses of new product marketing. However, these insights have been largely based on the growth of popular durables and services. In contrast,...

Though the mobile app market is substantial and growing fast, most firms struggle to monetize apps profitably. Monetizing apps is done in two ways: a) selling advertising space within a free version of the app, and b) selling a paid version, termed freemium or in-app purchase strategy.In this...

In today's turbulent business environment, customer retention presents a significant challenge for many service companies. Academics have generated a large body of research that addresses part of that challenge – with a particular focus on predicting customer churn. However, several other...