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: Book Chapters | Papers in Conference Proceedings › Book Chapter › Communication

Original language	English
Title of host publication	HBR's 10 Must Reads on Marketing : Updated and Expanded (featuring Marketing Myopia by Theodore Levitt)
Editors	Theodore LEVITT, Fred REICHHELD, Roger L. MARTIN
Publisher	Harvard Business Review Press
Pages	114-119
ISBN (Electronic)	9798892793056
ISBN (Print)	9798892793049
Publication status	Published - 3 Mar 2026

Bibliographical note

Adapted from hbr.org November 2022. Reprint H07CSY.

Does Influencer Marketing Really Pay Off?
LEUNG, F. F., ZHANG, J. Z., GU, F. F., LI, Y. & PALMATIER, R. W., 24 Nov 2022, Harvard Business Review Digital Article.
Research output: Other Publications › Other Article › Communication

Cite this

@inbook{134667350ef54a35b40373043b8f6b78,

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

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

note = "Adapted from hbr.org November 2022. Reprint H07CSY.",

year = "2026",

month = mar,

day = "3",

language = "English",

isbn = "9798892793049",

pages = "114--119",

editor = "Theodore LEVITT and Fred REICHHELD and MARTIN, \{Roger L.\}",

booktitle = "HBR's 10 Must Reads on Marketing : Updated and Expanded (featuring Marketing Myopia by Theodore Levitt)",

publisher = "Harvard Business Review Press",

}

Does Influencer Marketing Really Pay Off? / LEUNG, Fine F.; ZHANG, Jonathan Z.; GU, Flora F. et al.
HBR's 10 Must Reads on Marketing : Updated and Expanded (featuring Marketing Myopia by Theodore Levitt). ed. / Theodore LEVITT; Fred REICHHELD; Roger L. MARTIN. Harvard Business Review Press, 2026. p. 114-119.

Research output: Book Chapters | Papers in Conference Proceedings › Book Chapter › Communication