Browsing Handelshøyskolen BI by Author "Edeling, Alexander"
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How, Why, and When Disclosure Type Matters for Influencer Marketing
Karagür, Zeynep; Becker, Jan-Michael; Klein, Kristina; Edeling, Alexander (Journal article; Peer reviewed, 2021)Consumers’ changing media consumption behaviors and skepticism toward traditional forms of advertising have prompted the growth of influencer marketing. Even as regulatory authorities call on brands and influencers to ...