Publications

Publications

Filter Results: (61) Arrow Down

Show Results For

Collective ImpactRemove Collective Impact →

← Page 4 of 61 Results

Are you looking for?

→Search All HBS Web
  • Forthcoming
  • Article

Reputation Burning: Analyzing the Impact of Brand Sponsorship on Social Influencers

By: Mengjie Cheng and Shunyuan Zhang
The growth of the influencer marketing industry warrants an empirical examination of the effect of posting sponsored videos on influencers' reputations. We collected a novel dataset of user-generated YouTube videos created by prominent English-speaking influencers in... View Details
Keywords: Reputation; Mathematical Methods; Marketing Reference Programs; Social Media; Brands and Branding
Related

Are you looking for?

→Search All HBS Web