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Book Chapter

Then vs. Now: Influencer Marketing (Re-)Defined

  • Backaler J
Springer International Publishing, (2018), 5-18
DOI: 10.1007/978-3-319-78396-3_2
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Abstract

This chapter explains the emergence of modern-day influencer marketing—it has existed iPhone for decades in different forms (ex: word of mouth marketing, traditional celebrity endorsements). However, it is more relevant today due to...

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APA

Backaler, J. (2018). Then vs. Now: Influencer Marketing (Re-)Defined. In Digital Influence (pp. 5–18). Springer International Publishing. https://doi.org/10.1007/978-3-319-78396-3_2

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