Cheng, Mengjie (Magie) and Zhang, Shunyuan
How brands and influencers can make the most of the relationship - Harvard Business Review - 101(3), May-Jun, 2023: p.19-29
It’s a reality of marketing: People dislike advertising. They fast-forward through commercials in prerecorded shows and pay premiums to avoid them on streaming services. Do people similarly dislike it when the influencers they follow on social media post sponsored content—endorsements for products they have been paid to promote? A new study tackles the question. – Reproduced
How brands and influencers can make the most of the relationship - Harvard Business Review - 101(3), May-Jun, 2023: p.19-29
It’s a reality of marketing: People dislike advertising. They fast-forward through commercials in prerecorded shows and pay premiums to avoid them on streaming services. Do people similarly dislike it when the influencers they follow on social media post sponsored content—endorsements for products they have been paid to promote? A new study tackles the question. – Reproduced