NIM Marketing Intelligence Review
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 money? And what does it take for brands to build strong, successful partnerships with influencers?
In this issue, guest editor Jenna Drenten, Associate Professor of Marketing at Loyola University Chicago’s Quinlan School of Business, brings together top researchers to explore the latest in influencer marketing. We take a look at the big opportunities for brands, but also dive into some of the tougher parts of the industry—like the pressure to always perform and tricky ethical questions. Plus, you’ll find plenty of practical tips for making influencer marketing work and handling the bumps along the way.
Guest Editors
- Jenna Drenten, Senior Associate Dean for Graduate Programs and Faculty Affairs Associate Professor of Marketing, Quinlan School of Business Loyola University Chicago
Issue Contents
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