Asymmetric Impact of Matching Technology on Influencer Marketing: Implications for Platform Revenue

References

• Activate (2018) Activate 2018 state of influencer marketing study. Accessed May 15, 2023, https://static1.squarespace.com/static/5a9ffc57fcf7fd301e0e9928/t/5adf328c575d1fb25a2dc4c5/1524576915938/2018+State+of+Influencer+Marketing+Study+Report.pdf.Google Scholar
• Alain T (2023) How to plan your influencer marketing budget. Upfluence. Accessed May 15, 2023, https://www.upfluence.com/influencer-marketing/how-to-plan-your-influencer-marketing-budget.Google Scholar
• Avery J, Israeli A (2020) Influencer marketing. Harvard Business School Technical Note 520-075, Boston.Google Scholar
• Barkho G (2023) How AI is infiltrating influencer marketing. Modern Retail. Accessed April 4, 2023, https://www.modernretail.co/marketing/how-ai-is-infiltrating-influencer-marketing/.Google Scholar
• Brahim NBE-B, Lahmandi-Ayed R, Laussel D (2011) Is targeted advertising always beneficial? Internat. J. Indust. Organ. 29(6):678–689.Crossref, Google Scholar
• Campbell C, Farrell JR (2020) More than meets the eye: The functional components underlying influencer marketing. Bus. Horizons 63(4):469–479.Crossref, Google Scholar
• Chen Y, He C (2011) Paid placement: Advertising and search on the internet. Econom. J. (London) 121(556):F309–F328.Google Scholar
• Chinese Social Media, Kols & Livestreaming (2020) Bytedance platforms: Major upgrade for users and brands. Accessed April 4, 2023, https://marketingtochina.com/bytedance-platforms-major-upgrade-for-users-and-brands/.Google Scholar
• Choi WJ, Liu Q, Shin J (2023) Predictive analytics and ship-then-shop subscription. Management Sci. 70(2):1012–1028.Link, Google Scholar
• Fainmesser IP, Galeotti A (2021) The market for online influence. Amer. Econom. J. Microeconomics 13(4):332–372.Crossref, Google Scholar
• Farseev A, Lepikhin K, Schwartz H, Ang EK, Powar K (2018) SoMin.ai: Social multimedia influencer discovery marketplace. Proc. 26th ACM Internat. Conf. Multimedia (ACM, New York), 1234–1236.Google Scholar
• Influencer Marketing Hub (2022) Influencer marketing market size worldwide from 2016 to 2022 (in billion U.S. dollars) [graph]. Statista. Accessed April 4, 2023, https://www.statista.com/statistics/1092819/global-influencer-market-size/.Google Scholar
• Izea (2020) Top lifestyle influencers on Instagram. Accessed January 10, 2020, https://izea.com/2020/01/09/lifestyle-influencers/.Google Scholar
• Katona Z (2020) Competing for influencers in a social network. Preprint, submitted July 28, https://dx.doi.org/10.2139/ssrn.2335679.Google Scholar
• Lambrecht A, Tucker C (2019) Algorithmic bias? An empirical study of apparent gender-based discrimination in the display of STEM career ads. Management Sci. 65(7):2966–2981.Link, Google Scholar
• Latzer M, Hollnbuchner K, Just N, Saurwein F (2016) The economics of algorithmic selection on the internet. Bauer JM, Latzer M, eds. Handbook on the Economics of the Internet (Edward Elgar Publishing, Cheltenham, UK), 395–425.Crossref, Google Scholar
• Lee D, Hosanagar K (2019) How do recommender systems affect sales diversity? A cross-category investigation via randomized field experiment. Inform. Systems Res. 30(1):239–259.Link, Google Scholar
• Liu Y, Lou B, Zhao X, Li X (2023) Unintended consequences of advances in matching technologies: Information revelation and strategic participation on gig-economy platforms. Management Sci. 70(3):1729–1754.Google Scholar
• Miklós-Thal J, Tucker C (2019) Collusion by algorithm: Does better demand prediction facilitate coordination between sellers? Management Sci. 65(4):1552–1561.Link, Google Scholar
• Neate A (2020) The new cultures taking over influencer marketing. Talking Influence. Accessed May 15, 2023, https://talkinginfluence.com/2020/10/13/new-cultures-influencer- marketing/.Google Scholar
• Nielsen Media Report (2020) Staying put: Consumers forced indoors during crisis spend more time on media. Nielson (March 2020), https://www.nielsen.com/us/en/insights/article/2020/staying-put-consumers-forced-indoors-during-crisis-spend-more-time-on-media/.Google Scholar
• Nistor C, Selove M (2022) Influencers: The power of comments. Preprint, submitted June 2, https://dx.doi.org/10.2139/ssrn.4118010.Google Scholar
• Pei A, Mayzlin D (2022) Influencing social media influencers through affiliation. Marketing Sci. 41(3):593–615.Link, Google Scholar
• Salop SC (1979) Monopolistic competition with outside goods. Bell J. Econom. 10(1):141–156.Crossref, Google Scholar
• Sayedi A, Jerath K, Srinivasan K (2014) Competitive poaching in sponsored search advertising and its strategic impact on traditional advertising. Marketing Sci. 33(4):586–608.Link, Google Scholar
• Shaffer G, Zhang ZJ (1995) Competitive coupon targeting. Marketing Sci. 14(4):395–416.Link, Google Scholar
• Shardanand U, Maes P (1995) Social information filtering: Algorithms for automating “word of mouth.” Katz IR, Mack R, Marks L, Rosson MB, Nielsen J, eds. CHI ’95: Proc. SIGCHI Conf. Human Factors Comput. Systems (ACM Press/Addison-Wesley Publishing Co., New York), 210–217.Google Scholar
• Sweet T, Rothwell A, Luo X (2019) Machine learning techniques for brand-influencer matchmaking on the Instagram social network. Preprint, submitted January 17, https://arxiv.org/abs/1901.05949.Google Scholar
• Talita (2018) Niche influencers vs. general influencers. Medium. Accessed April 4, 2023, https://medium.com/@talitarhein/niche-influencers-vs-general-influencers-7373cfa9f7c2.Google Scholar
• WebFX (2023) Influencer marketing pricing: How much does it cost in 2023? Accessed May 2, 2023, https://www.webfx.com/social-media/pricing/influencer-marketing/.Google Scholar
• Yang J, Zhang J, Zhang Y (2023) Engagement that sells: Influencer video advertising on TikTok. Preprint, submitted August 18, https://dx.doi.org/10.2139/ssrn.3815124. Google Scholar
• Zhang K, Katona Z (2012) Contextual advertising. Marketing Sci. 31(6):980–994.Link, Google Scholar