Navigating the Influencer Marketplace: Long-Tail Effects and Content Strategies
Published Online:12 Jun 2026https://doi.org/10.1287/isre.2023.0581
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- Received:September 29, 2023
- Accepted:May 16, 2026
- Published Online:June 12, 2026
Copyright © 2026, INFORMS
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Lanfei Shi, Shu He, Sulin Ba (2026) Navigating the Influencer Marketplace: Long-Tail Effects and Content Strategies. Information Systems Research 0(0).
https://doi.org/10.1287/isre.2023.0581
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The authors thank the senior editor, Prof. Bin Gu, the associate editor, Prof. Hong Xu, and three anonymous reviewers for their helpful comments and suggestions. The authors also thank the participants of CIST 2023, INFORMS Annual Meeting 2023, POMS 2024, SCECR 2025, and research seminars at the University of Virginia and the University of Minnesota, for their helpful feedback. Lanfei Shi and Shu He contributed equally to the manuscript.
