Please use this identifier to cite or link to this item: https://hdl.handle.net/10419/275969 
Year of Publication: 
2018
Citation: 
[Journal:] Marketing Review St.Gallen [ISSN:] 1865-7516 [Volume:] 35 [Issue:] 2 [Year:] 2018 [Pages:] 40-48
Publisher: 
Thexis Verlag, St.Gallen
Abstract: 
Hardly any other phenomenon has dominated the marketing world in the past few months as Influencer Marketing. Specifically designing the cooperations with influencers is crucial for companies to exploit the full potential. This article presents a taxonomy of the four main archetypes of influencer cooperations, develops a classification with specific features and contributes a guide on how to start and run influencer marketing.
Document Type: 
Article

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