3 min listen
Striking the Right Balance Between Big and Small Influencers in Livestream Commerce
FromThe JM Buzz
ratings:
Length:
4 minutes
Released:
May 9, 2024
Format:
Podcast episode
Description
Should firms rely on a single big influencer or spread their budgets across multiple small influencers? A new Journal of Marketing study investigates.
Read an in-depth recap of this research here: https://www.ama.org/2024/01/30/striking-the-right-balance-between-big-and-small-influencers-in-livestream-commerce/
Read the full Journal of Marketing article here: https://doi.org/10.1177/00222429231213581
Reference: Xian Gu, Xiaoxi Zhang, and P. K. Kannan, “Influencer Mix Strategies in Livestream Commerce: Impact on Product Sales,” Journal of Marketing.
Narrator: Adalgisa Butkewitsch
Acknowledgments: Sushma Kambagowni
Topics: livestreaming, influencer marketing, sales, follower size, social media
The JM Buzz Podcast is a production of the American Marketing Association's Journal of Marketing and is produced by University FM
Read an in-depth recap of this research here: https://www.ama.org/2024/01/30/striking-the-right-balance-between-big-and-small-influencers-in-livestream-commerce/
Read the full Journal of Marketing article here: https://doi.org/10.1177/00222429231213581
Reference: Xian Gu, Xiaoxi Zhang, and P. K. Kannan, “Influencer Mix Strategies in Livestream Commerce: Impact on Product Sales,” Journal of Marketing.
Narrator: Adalgisa Butkewitsch
Acknowledgments: Sushma Kambagowni
Topics: livestreaming, influencer marketing, sales, follower size, social media
The JM Buzz Podcast is a production of the American Marketing Association's Journal of Marketing and is produced by University FM
Released:
May 9, 2024
Format:
Podcast episode
Titles in the series (68)
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