HIGHLIGHTS
- What: Through their personal identities or social accounts influencers use their influence to promote products or services for brands and this model has been widely used in various industries. In light of these findings this study advocates for brands to exercise greater discernment in their partner selection and to motivate influencers to uphold authenticity in their promotional activities.
- Who: Netflix, economy and Qianwen, Jia from the Kings College London, London, WC R LS, UK have published the article: Analysis of the Economic Model of Influencer Marketing in Social Media: The Case of Douyin, in the . . .
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