… Therefore, this study empirically examines the effectiveness of influencer marketing spend
(ie, pay-per-post) for generating consumer engagement, as measured by engagement …

… of marketing planning, the findings speak to the power of influencer marketing as an effective
… Originality/value – The paper discusses theoretical implications for the marketing literature …

… the process of how AR affects influencer marketing's effectiveness on social media. The
study's results contribute to the existing literature on influencer marketing and AR, with most …

… We seek to better understand influencer marketing effectiveness by presenting an
integrated model of influencer and partner brand mechanisms. Put forward that follower–influencer …

… resources to enhance a firm’s marketing communication effectiveness. Specifically, the
use … their levels of engagement with influencers and views on the effectiveness of OIM (see …

… Moreover, this study also provides empirical evidence of the effectiveness of social media
influencer marketing on Singapore consumers. Findings of the study can be useful for DMOs …

… emerge, much of marketing remains static and decreases in its effectiveness, relevance and
value. … Of course, there are some companies who are already proving extremely effective in …

… characteristics on advertising effectiveness, we argue that media richness plays a significant
role in the extent of content usefulness and comprehensiveness that influencers share with …

… of what makes influencer marketing effective. … its effectiveness. Within the scope of this study,
we focus on the effects of factors pertaining to source and message in influencer marketing. …

… Theoretically, findings of the study extend previous literature on influencer marketing by …
influencer credibility, and brand credibility may influence the effectiveness of this new marketing …