Areas of influence in influencer marketing. To what extent is the communication under brand control?
The article discusses the issue of influencer marketing in the context of social, technological and individual changes that affect the effectiveness of marketing communications. Limitations resulting from consumer preferences, media fragmentation and information overload make it increasingly difficu...
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| Format: | Article |
| Language: | English |
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Sciendo
2022-12-01
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| Series: | Marketing of Scientific and Research Organizations |
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| Online Access: | https://doi.org/10.2478/minib-2022-0018 |