Marketing
How Marketers Choose College Athlete Influencers
The authors’ research findings: Athletes’ image and quality of social media posts are more important than their follower counts, posts should feature sports …
May 1, 2024
8 min read
Marketing
All articles tagged with "Marketing"
Marketing
Should Your Brand Hire a Virtual Influencer?
Followers respond more favorably to sponsored posts by virtual influencers versus those by humans, costs are lower, and creating an influencer from scratch …
May 1, 2024
10 min read
Marketing
What Makes a Successful Celebrity Brand?
Celebrities have shifted from endorsing established brands to being influencers for established brands to drawing on their influence to create brands …
May 1, 2024
16 min read
Marketing
Why the Influencer Industry Needs Guardrails
The author argues for an industry in which unethical behavior is punished; professional expectations, pay, and desired outcomes are standardized; and creators …
May 1, 2024
16 min read