Is influencer marketing a serious trend, or an overblown hype? How does the marketing phenomenon fit in with media use today? What influencing mechanisms promote influencer marketing? What distinguishes successful influencers? What loyalty offers do they offer? How specifically do brands benefit from influencer marketing?

These and other questions are at the heart of the current initiative study on influencer marketing which concept has carried out jointly with the OSK communication agency. The booklet “Influencer marketing” summarises all the central findings of the study, and will appear in October. If you want to buy the booklet, contact

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