Introduction to Influence: Understanding the Power and Reach of Influencers

John Biggs and Jessa Moore

Chapter Chapter 1 in Influencer Boot Camp, 2025, pp 1-14 from Springer

Abstract: Abstract They're relaxing by the pool, holding cans of a new sparkling energy drink that quickly became popular on TikTok. They’re in matching pajamas under a Christmas tree (link to the pajamas in bio). They’re smiling at a fashion event that none of us could ever hope to be invited to.

Date: 2025
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Persistent link: https://EconPapers.repec.org/RePEc:spr:sprchp:979-8-8688-1389-4_1

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DOI: 10.1007/979-8-8688-1389-4_1

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