{"title":"Big or Small? Impact of Influencer Characteristics on Influencer Success, with Special Focus on Micro- Versus Mega-Influencers","authors":"Nadine Walter, Ulrich Föhl, Lea Zagermann","doi":"10.1080/10641734.2024.2366198","DOIUrl":null,"url":null,"abstract":"In influencer marketing, both mega-influencers (>1 million followers) and micro-influencers (10,000–100,000 followers) are successful. In this empirical study (n = 510), the underlying drivers of s...","PeriodicalId":516870,"journal":{"name":"Journal of Current Issues & Research in Advertising","volume":"51 1","pages":""},"PeriodicalIF":0.0000,"publicationDate":"2024-06-28","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"0","resultStr":null,"platform":"Semanticscholar","paperid":null,"PeriodicalName":"Journal of Current Issues & Research in Advertising","FirstCategoryId":"1085","ListUrlMain":"https://doi.org/10.1080/10641734.2024.2366198","RegionNum":0,"RegionCategory":null,"ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"","JCRName":"","Score":null,"Total":0}
引用次数: 0
Abstract
In influencer marketing, both mega-influencers (>1 million followers) and micro-influencers (10,000–100,000 followers) are successful. In this empirical study (n = 510), the underlying drivers of s...
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