Influencer-Generated Reference Groups

Through an analysis of over 350,000 Instagram posts by approximately 750 consumer influencers over the course of a year, the authors find (1) distinct reference groups in social media, (2) unique relationships between brands and reference groups and (3) evidence of brand endorsement and sponsored content via influencer-generated call-to-actions.


Enric Junqué de Fortuny and Jeff Lee (2020) ,"Influencer-Generated Reference Groups", in NA - Advances in Consumer Research Volume 48, eds. Jennifer Argo, Tina M. Lowrey, and Hope Jensen Schau, Duluth, MN : Association for Consumer Research, Pages: 981-986.


Enric Junqué de Fortuny, New York University, USA
Jeff Lee, American University, USA


NA - Advances in Consumer Research Volume 48 | 2020

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