Engagement That Sells: Influencer Video Advertising on TikTok

作者：Jeremy Yang, Juanjuan Zhang, Yuhan Zhang · 发表于：Marketing Science · 年份：2024 · DOI：10.1287/mksc.2021.0107 · 被引用次数：63 · 研究领域：Digital Marketing and Social Media、Innovative Human-Technology Interaction、Digital Media and Philosophy

This paper develops an algorithm to predict the effect of influencer video ads on product sales.