Global study reveals five authenticity properties and managerial strategies in influencer marketing, highlighting pathways to build stakeholder trust and campaign efficacy.
Barbara Duffek, Andreas B. Eisingerich, and Omar Merlo share insights from a global study on influencer marketing, revealing five properties that contribute to authenticity and suggesting six strategies that will help managers to align their stakeholders, build trust, and get the most out of influencer marketing.
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Duffek et al. (2026) studied this question.
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