Connections: A Smarter Way to Target Influencers
Jacob Goldenberg, Andreas Lanz, Florian Stahl, and Daniel Shapira show that managers and creators who build ties with nearby, low-status influencers outperform those who cultivate high-status influencers. This efficient means of expanding audiences uses the existing dynamics of social networks.
Authors
- Andreas Lanz (ORCID: https://orcid.org/0000-0003-2643-1960)
- Daniel Shapira
- Jacob Goldenberg
- Florian Stahl
Institutions
- Technische Hochschule Mannheim (DE)
- Ben-Gurion University of the Negev (IL)
- University of Mannheim (DE)
- University of Basel (CH)
- Kingdom University (BH)
Publication Details
- Journal
- Management and business review.
- Published
- 2026-08-28
- DOI
- https://doi.org/10.1177/2694104x261479054
- Primary Topic
- Humor Studies and Applications
- Type
- article
- Field-Weighted Citation Impact
- 0.00