Does Influencer Marketing Really Pay Off?

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

Does Influencer Marketing Really Pay Off?

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

Department of Marketing and International Business

Research output: Other Publications › Other Article › Communication

Abstract

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 language	English
Specialist publication	Harvard Business Review Digital Article
Publication status	Published - 24 Nov 2022

UN SDGs

This output contributes to the following UN Sustainable Development Goals (SDGs)

Access to Document

https://store.hbr.org/product/does-influencer-marketing-really-pay-off/H07CSY

Cite this

@misc{7a5c664b5de6470386b454a646fa0a6e,

title = "Does Influencer Marketing Really Pay Off?",

abstract = "In 2022, the influencer industry reached $16.4 billion. More than 75% of brands have a dedicated budget for influencer marketing, from Coca Cola{\textquoteright}s #ThisOnesFor campaign in collaboration with fashion and travel influencers, to Dior{\textquoteright}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?",

author = "LEUNG, {Fine F.} and ZHANG, {Jonathan Z.} and GU, {Flora F.} and Yiwei LI and PALMATIER, {Robert W.}",

year = "2022",

month = nov,

day = "24",