How rosy is the world of influencer marketing?


Together with Chen Lou (Wee Kim Wee School of Communication and Information, Nanyang Technological University, Singapore), Liselot Hudders identifies the bright and dark sides of influencer marketing in her newest article published by International Journal of Advertising. She concludes that more research is needed on both the bright and dark sides. Interested to know what future research paths might be fruitful? You can read the research here.