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https://doi.org/10.1080/20932685.2020.1752766

has been cited by the following article:

• TITLE: Influencer Marketing

  AUTHORS: Yanjie Chen

  KEYWORDS: Influencer Marketing, 4P’s, ELM Model, Conformity, Authenticity

  JOURNAL NAME: Open Journal of Business and Management, Vol.11 No.5, September 18, 2023

  ABSTRACT: In recent years, influencer marketing has become a prominent marketing strategy that harnesses the power of social media to engage with target audiences and drive brand awareness. The purpose of this paper is to delve into the complexities of influencer marketing by examining its dynamics, exploring its effectiveness, and analyzing its impact on consumer behavior and brand outcomes. The study begins with a comprehensive overview of influencer marketing, including its definition, its evolution, and its importance. It then delves into the basic models involved in influencer marketing and how it is linked to consumer psychology such as authenticity and conformity. In addition, it shows examples of successes and failures in influencer marketing.