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

1 Book Chapter

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2026

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