Walter, N., Föhl, U., & Zagermann, L. (2024). Big or Small? Impact of Influencer Characteristics on Influencer Success, with Special Focus on Micro- Versus Mega-Influencers. Journal of Current Issues & Research in Advertising, 46(2), 160–182. https://doi.org/10.1080/10641734.2024.2366198

Walter, N., Föhl, U., & Zagermann, L. (2024). Big or Small? Impact of Influencer Characteristics on Influencer Success, with Special Focus on Micro- Versus Mega-Influencers. Journal of Current Issues & Research in Advertising, 46(2), 160–182. https://doi.org/10.1080/10641734.2024.2366198

Walter, N., Föhl, U., &amp; Zagermann, L. (2024). Big or Small? Impact of Influencer Characteristics on Influencer Success, with Special Focus on Micro- Versus Mega-Influencers. Journal of Current Issues &amp; Research in Advertising, 46(2), 160–182. https://doi.org/10.1080/10641734.2024.2366198

46.2-2: Big vs. Small: What Makes Influencers Successful?

You’re listening to “Curious and Interesting,” a two-minute podcast on what’s new and intriguing in the world of advertising research. I’m Dr. Sukki Yoon, editor of the Journal of Current Issues and Research in Advertising.

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46.2-2: Big vs. Small: What Makes Influencers Successful?

46.2-2: Big vs. Small: What Makes Influencers Successful?