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The dynamics of influencer marketing : a multidisciplinary approach

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Notes
  • Bibliographic Note
    Includes bibliographical references and index.
    • Content
    • Making use of digital methods to study influencer marketing / Prince Chacko Johnson, Christian Sandström
    • The marketing of UGC, media industries and business influence : the Hydra of Lerna and the sword of Heracles / José M. Álvarez-Monzoncillo, Marina Santín
    • The power of algorithms and keys of participation / José Esteves
    • Reviewing the commercial and social impact of social media influencers / Chen Lou, Tiffany Chee, Xuan Zhou
    • The evolution of the influence business / Antonio Baraybar Fernández
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