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literature review - Coggle Diagram
literature review
- Definition:
What is influencer marketing
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influencer marketing
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advantage
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followers trust influencers and are willing to replicate their behaviors and adopt their choices of products
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gap
huge market in China,especially comestic market
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- Authenticity and credibility under threat
at first, Non-commercial content attracts viewers
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influencer marketing contribute to the
appearance of a large number of
full-time or part-time influencers
who rely on it for money
cooperation with brands will influence its authenticity:
brands have different levels of control over influencers' contents
“hiding” advertising in entertainment can sometimes be considered a deceptive communication practice
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