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New Publication: Strategische Steuerung von Influencer-Marketing-Kampagnen

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New Publication: Strategische Steuerung von Influencer-Marketing-Kampagnen

On Juli 2, 2018, Posted by , In Allgemein, With Kommentare deaktiviert für New Publication: Strategische Steuerung von Influencer-Marketing-Kampagnen

For St. Gallen Marketing Review’s Issue Nr.2/2018, Christian Zabel (together with Prof. Dr. Sven Pagel/University of Applied Sciences Mainz) published a study focusing on the strategic management of influencer marketing cooperations. Drawing on an extensive case study of Burger King, six main drivers for successful cooperations were identified: Reach, Brand fit, Message Control, Measurement, Coordination and Creation.

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