Co‐Creating Content With Brands: Insights From Influencers' Perceptions
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DOI: 10.1002/cb.2456
Abstract: This study examines the co‐creation process between brands and influencers, an emerging yet underexplored area of influencer marketing. Drawing on the DART model (Dialogue, Access, Risk Assessment, and Transparency) and six dimensions of co‐creation, the… read more here.
Keywords: insights influencers; brand; influencers perceptions; creating content ... See more keywords