Autori:
Marchi, Gianluca ,
De Michele, Roberta Titolo:
Influencer identification and selection on social networking sites: An analysis on InstagramPeriodico:
Mercati e competitività Anno:
2018 - Fascicolo:
4 - Pagina iniziale:
129 - Pagina finale:
153The birth and diffusion of social media has changed the way firms engage their customers and develop marketing strategies. This phenomenon has received a great deal of attention from academics and practitioners interested in influencer marketing. This article contributes to the subject by exploring how various influencers act on Instagram and proposing different approaches for identifying and selecting influencers. It further discusses the relationships between different types of influencers, influencers’ selection variables and firms’ brand strategy before concluding with insights for practitioners.
Premi sulle icone
a fianco dei nomi per visualizzare i libri scritti dall'autore
X
Opere monografiche dal catalogo BNCF
SICI: 1826-7386(2018)4<129:IIASOS>2.0.ZU;2-L
Testo completo:
http://www.francoangeli.it/riviste/Scheda_Rivista.aspx?IDArticolo=62817&Tipo=Articolo PDFEsportazione dati in Refworks (solo per utenti abilitati)
Record salvabile in Zotero
Biblioteche ACNP che possiedono il periodico