Influencer marketing on social media: how different social media platforms afford influencer–follower relation and drive advertising effectiveness

• Main Authors: Lou, Chen, Taylor, Charles R., Zhou, Xuan
• Other Authors: Wee Kim Wee School of Communication and Information
• Format: Article
• Language: English
• Published: 2023
• Subjects: Social sciences::Communication
• Online Access: https://hdl.handle.net/10356/164470
• Institution: Nanyang Technological University

Research on influencer marketing has grown exponentially over the past few years. Overall, the extant literature has been classified into three major clusters that examine sources involved in influencer marketing, message, and audience. However, there is a distinct research gap pertaining to how and...