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Does Influencer Marketing Really Pay Off?

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

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 languageEnglish
Specialist publicationHarvard Business Review Digital Article
Publication statusPublished - 24 Nov 2022

UN SDGs

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

  1. SDG 8 - Decent Work and Economic Growth
    SDG 8 Decent Work and Economic Growth

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  • 1 Book Chapter

  • Does Influencer Marketing Really Pay Off?

    LEUNG, F. F., ZHANG, J. Z., GU, F. F., LI, Y. & PALMATIER, R. W., 3 Mar 2026, HBR's 10 Must Reads on Marketing : Updated and Expanded (featuring Marketing Myopia by Theodore Levitt). LEVITT, T., REICHHELD, F. & MARTIN, R. L. (eds.). Harvard Business Review Press, p. 114-119

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

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