Engagement That Sells: Influencer Video Advertising on TikTok
This paper develops an algorithm to predict the effect of influencer video ads on product sales.
Authors
- Yuhan Zhang (ORCID: https://orcid.org/0000-0002-4572-6388)
- Jeremy Yang (ORCID: https://orcid.org/0000-0001-8639-5493)
- Juanjuan Zhang (ORCID: https://orcid.org/0000-0002-8781-6429)
Institutions
- Harvard University (US)
- Harbin Institute of Technology (CN)
- Heilongjiang Institute of Technology (CN)
- Massachusetts Institute of Technology (US)
Publication Details
- Journal
- Marketing Science
- Published
- 2024-12-20
- DOI
- https://doi.org/10.1287/mksc.2021.0107
- Citations
- 41
- Primary Topic
- Digital Marketing and Social Media
- Type
- article
- Field-Weighted Citation Impact
- 41.88