Purpose - This study analyzes what type of influencer - microcelebrity or microinfluencer - is best suited to promoting healthy food brands and how that influence depends on consumers' healthy lifestyles. Design/methodology/approach An empirical study with a real healthy food brand was developed...

Purpose This study analyzes what type of influencer - microcelebrity or microinfluencer - is best suited to promoting healthy food brands and how that influence depends on consumers' healthy lifestyles. Design/methodology/approach An empirical study with a real healthy food brand was developed...

SUBJECT AREAS: Financial management, Financial strategy, Leveraged buyouts, Venture capitalCASE SETTINGS: Europe; Semiconductor industry; 1998Apax Partners is considering a complex buyout of a semiconductor manufacturer. The firms must assess in a compressed timeframe the complex technological,...