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Influencer marketing unlocked : understanding the value chains driving the creator economy
Libai, Barak; Rosario, Ana Babić; Beichert, Maximilian; … - In: Journal of the Academy of Marketing Science 53 (2025) 1, pp. 4-28
Persistent link: https://www.econbiz.de/10015192976
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The creator's dilemma : resolving tensions between authenticity and monetization in social media
Hofstetter, Reto; Gollnhofer, Johanna Franziska - In: International journal of research in marketing : IJRM ; … 41 (2024) 3, pp. 427-435
Persistent link: https://www.econbiz.de/10015057486