Benevento, Elisabetta; Aloini, Davide; Roma, Paolo; … - In: Journal of business research : JBR 189 (2025), pp. 1-15
In the ever-evolving marketing landscape, influencers play a pivotal role in shaping brand perception and expanding social network followings. This study, grounded in Social Network Theory, examines the impact of influencers on brand social network growth during new product launch events....