The Trusted Influencer: How They Do It and How Brands Can Benefit
Despite the apparent success of online influencer marketing strategies, relatively little academic work has explored how influencers maintain trust with their followers when they know they are being paid to influence. Our study addresses this question, investigating the nuances of the influencer landscape and how trust is built and maintained.
Gillian Brooks and Mikolaj Piskorski (2018) ,"The Trusted Influencer: How They Do It and How Brands Can Benefit", in NA - Advances in Consumer Research Volume 46, eds. Andrew Gershoff, Robert Kozinets, and Tiffany White, Duluth, MN : Association for Consumer Research, Pages: 489-490.
Gillian Brooks, Oxford University, UK
Mikolaj Piskorski, IMD
NA - Advances in Consumer Research Volume 46 | 2018
Inequality and Market (In)efficiency
Serena Hagerty, Harvard Business School, USA
Michael Norton, Harvard Business School, USA
Effects of Affective Language on Perceived Helpfulness of Online Reviews
Nikolay Georgiev, HEC Paris, France
Marc Vanhuele, HEC Paris, France
O1. Choice, Rejection, and Context Effects
Shih-Chieh Chuang, National Chung Cheng University
Yin-Hui Cheng, National Taichung University of Education