Influencers: The Power of Comments

This paper builds a game theory model of influencer endorsements and product comments by their followers.

• 저널Marketing Science · 43(6) · 1153–1167
• 토픽Digital Marketing and Social Media · Sociology and Political Science
• DOI10.1287/mksc.2022.0186
• 저자Cristina Nistor, Matthew Selove