The Journal of the Nuremberg Institute for Market Decisions

NIM Marketing Intelligence Review

Our latest issue

Influencer Marketing and the Creator Economy

 

Influencer marketing has gone way beyond being just a trend—it's now a multi-billion-dollar industry. Influencers help build trust, create a sense of connection, and reach specific audiences in ways that really work, which is why more and more brands are jumping on board. But with all that growth come a few challenges: How can influencers stay authentic when social media gets super commercialized? How do they juggle their personal brand, what their followers expect, and the pressure to make...

Influencer Marketing Relationship Building Livestream Commerce Virtual Influencer Creator Economy
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Guest Editors

  • Jenna Drenten, Senior Associate Dean for Graduate Programs and Faculty Affairs, Associate Professor of Marketing, Quinlan School of Business, Loyola University, Chicago

Article overview

Influencer Marketing: How to Be Successful in the Age of Chronically Online Consumers

Influencer marketing shifts away from calculated perfection and embraces the humor of chronically online consumers.

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The Next Age of Retailing: Learning from Influencers’ Strategies

Influencers are becoming retail competitors, and, in many cases, they are better positioned to connect with consumers.

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Unwanted Social Media Comments? The Tricky Business of Managing Online Hostility in Influencer Marketing

Closing the comments section on social media is critical and impacts how consumers view the influencer and sponsoring brands.

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When Fans Become Anti-Fans: How to Navigate Negative Influencer–Follower Relationships

When selecting influencers, brands should look beyond follower count and assess the risks associated with influencer–follower relationships.

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Optimizing Influencer Mix Strategies for Livestream Commerce: Insights from China

China has revolutionized online shopping through livestream commerce. Its success can be replicated in global markets.

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When the Product Is You: The (Not So) Glamorous Life of an Influencer

An influencer career may offer unparalleled opportunities, but the personal toll of such a visible career can be profound.

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Designing Influence: How Cartoonish and Humanlike Characters Shape Consumer Decisions

Both cartoonish and realistic virtual influencers and advisors are able to effectively boost product engagement.

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Behind the Screens: How to Build Impactful Influencer Campaigns that #breaktheInternet -- Interview with Molly Tullis, Associate Director of Social Strategy

Interview with Molly Tullis, Associate Director of Social Strategy

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Recent issues

All issues

2025-04

Influencer Marketing and the Creator Economy

Influencer Marketing Relationship Building Livestream Commerce
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2024-10

Platform Business

Platform Strategies Platforms and Brands Business Innovation
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2024-04

Generative AI - Reshaping the Marketing Landscape

Content Creation AI-Support Prompt Engineering
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2023-11

Virtual Consumer Experiences - The Future of Shopping in the Metaverse

Metaverse Virtual Shopping Virtual Reality
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Dr. Christine Kittinger-Rosanelli

Managing Editor, NIM Marketing Intelligence Review

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