Does Influencer Marketing Really Pay Off?

Fine F. LEUNG, Jonathan Z. ZHANG, Flora F. GU, Yiwei LI, Robert W. PALMATIER

Research output: Other PublicationsOther ArticleCommunication


In 2022, the influencer industry reached $16.4 billion. More than 75% of brands have a dedicated budget for influencer marketing, from Coca Cola’s #ThisOnesFor campaign in collaboration with fashion and travel influencers, to Dior’s award-winning 67 Shades campaign in which the brand partnered with diverse influencers to promote its Forever Foundation product line. But does investing in influencers really pay off?
Original languageEnglish
Specialist publicationHarvard Business Review Digital Article
Publication statusPublished - 24 Nov 2022


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