Influencer Authenticity: To Grow or to Monetize

References

• Baklanov N (2021) New data from HypeAuditor reveals that 43% of influencers never or rarely receive a personalized message from brands. HypeAuditor, https://hypeauditor.com/blog/new-data-from-hypeauditor-reveals-that-43-of-influencers-never-or-rarely-receive-a-personalized-message-from-brands/.Google Scholar
• Barry E (2023) Harvard cozies up to #mentalhealth TikTok. New York Times (October 16), https://www.nytimes.com/2023/10/16/health/mental-health-tiktok-harvard.html.Google Scholar
• Bass FM (1969) A new product growth for model consumer durables. Management Sci. 15(5):215–227.Link, Google Scholar
• Bass FM, Krishnan TV, Jain DC (1994) Why the Bass model fits without decision variables. Marketing Sci. 13(3):203–223.Link, Google Scholar
• Bentley K, Chu C, Nistor C, Pehlivan E, Yalcin T (2021) Social media engagement for global influencers. J. Global Marketing 34(3):205–219.Crossref, Google Scholar
• Berman R, Öry A, Zheng X (2023) The role of social learning in influencer marketing. Working paper, University of Pennsylvania, Philadelphia.Google Scholar
• Bertsekas D (2017) Dynamic Programming and Optimal Control, vol. 1 (Athena Scientific, Belmont, MA).Google Scholar
• Board S, Meyer-ter-Vehn M (2013) Reputation for quality. Econometrica 81(6):2381–2462.Crossref, Google Scholar
• Boon J (2022) US Open hero Carlos Alcaraz, 19, signed first sponsor deal aged just 10, and dates tennis star Maria Gonzalez Gimenez. The U.S. Sun (September 12), https://www.the-sun.com/sport/6202157/us-open-carlos-alcaraz-rolex-murcia/.Google Scholar
• Brown B (2021) The rise of inauthentic influencers: Can consumers trust social media personas? Retail TouchPoints (July 7), https://www.retailtouchpoints.com/topics/digital-marketing/social-media-marketing/the-rise-of-inauthentic-influencers-can-consumers-trust-social-media-personas.Google Scholar
• Cabral L, Hortaçsu A (2010) The dynamics of seller reputation: Evidence from eBay. J. Indust. Econom. 58(1):54–78.Crossref, Google Scholar
• Candeub A (2018) A response to online shadow banning. Wall Street Journal (August 5), https://www.wsj.com/articles/a-response-to-online-shadow-banning-1533496357.Google Scholar
• Carufel R (2021) Why don’t influencers want to work with your brand? Here’s what they want to see from brands. Agility PR Solutions (October 7), https://www.agilitypr.com/pr-news/public-relations/why-dont-influencers-want-to-work-with-your-brand-heres-what-they-want-to-see-from-brands/.Google Scholar
• Cheng M, Zhang S (2022) Reputation burning: Analyzing the impact of brand sponsorship on social influencers. Preprint, submitted March 31, http://dx.doi.org/10.2139/ssrn.4071188.Google Scholar
• Chiang JYL (2018) Why you need to contact 20+ influencers at any given time. Influencer Marketing Acad., https://blog.musefind.com/youre-late-3-reasons-why-you-need-to-contact-influencers-now-9710d1420c59.Google Scholar
• Chu W, Chu W (1994) Signaling quality by selling through a reputable retailer: An example of renting the reputation of another agent. Marketing Sci. 13(2):177–189.Link, Google Scholar
• Cosguner K, Seetharaman PB (2022) Dynamic pricing for new products using a utility-based generalization of the Bass diffusion model. Management Sci. 68(3):1904–1922.Link, Google Scholar
• Diamond DW (1989) Reputation acquisition in debt markets. J. Political Econom. 97(4):828–862.Crossref, Google Scholar
• Ehlers K (2021) Micro-influencers: When smaller is better. Forbes (June 2), https://www.forbes.com/sites/forbesagencycouncil/2021/06/02/micro-influencers-when-smaller-is-better/.Google Scholar
• Fainmesser IP, Galeotti A (2021) The market for online influence. Amer. Econom. J. Microeconom. 13(4):332–372.Crossref, Google Scholar
• Fowler G (2022) Shadowbanning is real: Here’s how you end up muted by social media. Washington Post (December 27), https://www.washingtonpost.com/technology/2022/12/27/shadowban/.Google Scholar
• Fudenberg D, Kreps DM, Maskin ES (1990) Repeated games with long-run and short-run players. Rev. Econom. Stud. 57(4):555–573.Crossref, Google Scholar
• Goggin B, Tenbarge K (2019) ‘Like you’ve been fired from your job’: YouTubers have lost thousands of dollars after their channels were mistakenly demonetized for months. Bus. Insider (August 24), https://www.businessinsider.com/youtubers-entire-channels-can-get-mistakenly-demonetized-for-months-2019-8.Google Scholar
• Golub E (2018) Shut the kale up: Jeannette Ogden on why influencer success needs no filter. Forbes (February 9), https://www.forbes.com/sites/elanagolub/2018/02/09/shut-the-kale-up-jeannette-ogden-on-why-influencer-success-needs-no-filter/amp/.Google Scholar
• Influencer Marketing Hub (2023) The state of influencer marketing 2023: Benchmark report. Accessed March 7, 2023, https://influencermarketinghub.com/influencer-marketing-benchmark-report/.Google Scholar
• Influencer Marketing Hub (2024) 12 types of influencers you can use to improve your marketing. Accessed March 4, 2024, https://influencermarketinghub.com/types-of-influencers/.Google Scholar
• Jerath K, Ren Q (2021) Consumer rational (in)attention to favorable and unfavorable product information, and firm information design. J. Marketing Res. 58(2):343–362.Crossref, Google Scholar
• Jones J (2022) Emma Raducanu swaps £5,000 runaround car for £125,000 Porsche after US Open hero signs lucrative endorsement deal. The U.S. Sun (November 1), https://www.the-sun.com/sport/6575798/emma-raducanu-swaps-car-porsche-deal/.Google Scholar
• Kamenica E, Gentzkow M (2011) Bayesian persuasion. Amer. Econom. Rev. 101(6):2590–2615.Crossref, Google Scholar
• Kamien M, Schwartz N (2012) Dynamic Optimization: The Calculus of Variations and Optimal Control in Economics and Management (Dover Publications, Mineola, NY).Google Scholar
• Katona Z (2020) Competing for influencers in a social network. Working paper, University of California, Berkeley, Berkeley.Google Scholar
• Kreps DM, Wilson R (1982) Reputation and imperfect information. J. Econom. Theory 27(2):253–279.Crossref, Google Scholar
• Krishnan TV, Seetharaman PB, Vakratsas D (2012) The multiple roles of interpersonal communication in new product growth. Internat. J. Res. Marketing 29(3):292–305.Crossref, Google Scholar
• Kuksov D, Liao C (2019) Opinion leaders and product variety. Marketing Sci. 38(5):812–834.Link, Google Scholar
• Li I (2023) Sponsorship disclosure and reputation in the creator economy: Evidence from Twitch. Working paper, University of Texas at Dallas, Richardson.Google Scholar
• Liu J, Liu Y (2024) Asymmetric impact of matching technology on influencer marketing: Implications for platform revenue. Marketing Sci., ePub ahead of print July 24, https://doi.org/10.1287/mksc.2023.0211.Link, Google Scholar
• Liu M, Thomadsen R, Yao S (2020) Forecasting the spread of COVID-19 under different reopening strategies. Sci. Rep. 10:20367.Crossref, Google Scholar
• Lorenz T (2021) TikTok, the fastest way on Earth to become a food star. New York Times (May 24), https://www.nytimes.com/2021/05/24/dining/tiktok-food.html.Google Scholar
• Mitchell M (2021) Free ad(vice): Internet influencers and disclosure regulation. RAND J. Econom. 52(1):3–21.Crossref, Google Scholar
• Nephew R (2020) Why do influencers promote products that they don’t use? Medium (November 20), https://medium.com/plus-marketing/why-do-influencers-promote-products-that-they-dont-use-887ba80c09cc.Google Scholar
• Ning ZE, Shin J, Yu J (2024) Targeted advertising as implicit recommendation: Strategic mistargeting and personal data opt-out. Marketing Sci., ePub ahead of print August 2, https://doi.org/10.1287/mksc.2023.0117.Link, Google Scholar
• Nistor C, Selove M (2024) Influencers: The power of comments. Marketing Sci., ePub ahead of print June 25, https://doi.org/10.1287/mksc.2022.0186.Link, Google Scholar
• Pei A, Mayzlin D (2022) Influencing social media influencers through affiliation. Marketing Sci. 41(3):593–615.Link, Google Scholar
• Rajavi K, Kushwaha T, Steenkamp JB (2019) In brands we trust? A multicategory, multicountry investigation of sensitivity of consumers’ trust in brands to marketing-mix activities. J. Consumer Res. 46(4):651–670.Crossref, Google Scholar
• Reddit (2023) r/shutthekaleup: What’s this sub about? Accessed May 14, 2023, https://www.reddit.com/r/shutthekaleup/comments/13divqz/whats_this_sub_about/.Google Scholar
• Rob R, Fishman A (2005) Is bigger better? Customer base expansion through word‐of‐mouth reputation. J. Political Econom. 113(5):1146–1162.Crossref, Google Scholar
• Shape Shift Report (2018) Shut the kale up. Medium (April 25), https://medium.com/@ShapeShift/shut-the-kale-up-32a78c73ca4d.Google Scholar
• Shapiro C (1982) Consumer information, product quality, and seller reputation. Bell J. Econom. 13(1):20–35.Crossref, Google Scholar
• Shin J, Wang C-Y (2024) The role of messenger in advertising content: Bayesian persuasion perspective. Marketing Sci. 43(4):840–862.Link, Google Scholar
• Shopify (2022) Influencer pricing: How much should you pay. Accessed January 20, 2024, https://www.shopify.com/blog/influencer-pricing.Google Scholar
• Shulman J, Gu Z (2023) Making inclusive product design a reality: How company culture and research bias impact investment. Marketing Sci. 43(1):73–91.Link, Google Scholar
• Vogl M (2022) Is bigger always better? When to opt for micro-influencers. Brandwatch (October 17), https://www.brandwatch.com/blog/when-to-choose-micro-influencer/.Google Scholar
• Wiley D (2023) Why smaller influencers outshine mega-influencers in the age of social media. Forbes (March 13), https://www.forbes.com/sites/forbesagencycouncil/2023/03/13/why-smaller-influencers-outshine-mega-influencers-in-the-age-of-social-media/.Google Scholar
• Yalcin T, Nistor C, Pehlivan E (2020) Sustainability influencers: Between marketers and educators. Bus. Forum 28(1).Google Scholar
• Yao Y (2023) Dynamic persuasion and strategic search. Management Sci., ePub ahead of print November 22, https://doi.org/10.1287/mnsc.2023.00994.Link, Google Scholar