Influencer marketing research for practitioners

What peer-reviewed studies say about influencer marketing: endorsement rates, scandals and credibility, with steps you can apply to campaigns.

Marketing in 3 · Topic

3 issues of Marketing in 3 on Influencers, newest first. Each one explains a new peer-reviewed study in plain English, with steps to apply it.

Issue 26 · Week of

The brand walks. The influencer burns.

In the Ferragni and Balocco case, 96% of journalists' tweets were about the influencer. Consumers followed the press, and the brand barely got mentioned.