Time to rethink your influencer marketing efforts? A new Journal of Marketing study shows that firms aiming to build a large follower base are better off targeting followers of followers than cherry-picking remote influencers.
Read an in-depth recap of this research here: https://www.ama.org/2024/03/19/a-research-proven-way-to-build-a-bigger-social-audience-target-followers-of-followers/
Read the full Journal of Marketing article here: https://doi.org/10.1177/00222429231223420
Reference: Jacob Goldenberg, Andreas Lanz, Daniel Shapira, and Florian Stahl, “Targeting Nearby Influencers: The Acceleration of Natural Triadic Closure by Leveraging Interconnectors,” Journal of Marketing.
Narrator: Adalgisa Butkewitsch
Acknowledgments: Sushma Kambagowni
Topics: influencer marketing, user-generated content, social media, soundcloud
The JM Buzz Podcast is a production of the American Marketing Association's Journal of Marketing and is produced by University FM