Research and Insights: An Expert With Whom I Can Identify: The Role of Narratives in Influencer Marketing
Advertisers and marketer are increasingly using social media influencers to promote their products on platforms, particularly on Instagram. The influencers are driving engagement with the promise of an intimate look inside their lives and relationships all while pushing varying goods and services. And just like any good story, they are hooking followers with their plot twists, dynamic characters, and strategically placed advertising.
University of Florida College of Journalism and Communications Advertising Associate Professor Huan Chen and colleagues wanted to explore what strategies and tactics by social media influencers were most effective.
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