To Eat the Cake and Have It, too: How Marketers Control Influencer Conduct within a Paradigm of Letting Go
The influencer industry follows a paradigm of letting go of control, which assumes that collaborations with influencers will only be effective if marketers grant influencers substantial autonomy in their conduct. However, yielding control constitutes a risk to marketers, because influencers might ac...
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| Format: | Article |
| Language: | English |
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SAGE Publishing
2023-04-01
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| Series: | Social Media + Society |
| Online Access: | https://doi.org/10.1177/20563051231167336 |