When It Comes to Influencers, Smaller Can Be Better: Companies that rely on celebrities with lots of followers are missing out.

Maximilian Beichert; Andreas Bayerl; Andreas Lanz; Jacob Goldenberg

When It Comes to Influencers, Smaller Can Be Better: Companies that rely on celebrities with lots of followers are missing out.

Maximilian Beichert
, Andreas Bayerl
, Andreas Lanz
, Jacob Goldenberg

Business Economics

Research output: Contribution to journal › Article › Professional

1 Citation (Scopus)

203 Downloads (Pure)

Abstract

Original language	English
Article number	4
Pages (from-to)	23-28
Number of pages	5
Journal	Harvard Business Review
Volume	2024-September-October
Publication status	Published - 1 Sept 2024

Bibliographical note

Publisher Copyright:
© 2024, Harvard Business School Publishing. All rights reserved.

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When It Comes to Influencers, Smaller Can Be BetterFinal published version, 3.92 MBLicence: Article 25fa Dutch Copyright Act

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title = "When It Comes to Influencers, Smaller Can Be Better: Companies that rely on celebrities with lots of followers are missing out.",

author = "Maximilian Beichert and Andreas Bayerl and Andreas Lanz and Jacob Goldenberg",

year = "2024",

month = sep,

day = "1",

language = "English",

volume = "2024-September-October",

pages = "23--28",

journal = "Harvard Business Review",

issn = "0017-8012",

publisher = "Harvard Business School Publishing",

}

TY - JOUR

T1 - When It Comes to Influencers, Smaller Can Be Better

T2 - Companies that rely on celebrities with lots of followers are missing out.

AU - Beichert, Maximilian

AU - Bayerl, Andreas

AU - Lanz, Andreas

AU - Goldenberg, Jacob

PY - 2024/9/1

Y1 - 2024/9/1

UR - https://www.scopus.com/pages/publications/85205112548

M3 - Article

SN - 0017-8012

VL - 2024-September-October

SP - 23

EP - 28

JO - Harvard Business Review

JF - Harvard Business Review

M1 - 4

ER -

When It Comes to Influencers, Smaller Can Be Better: Companies that rely on celebrities with lots of followers are missing out.

Abstract

Bibliographical note

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Revenue Generation through Influencer Marketing

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