Should firms rely on a single big influencer or spread their budgets across multiple small influencers? A new Journal of Marketing study investigates.

Read an in-depth recap of this research here: https://www.ama.org/2024/01/30/striking-the-right-balance-between-big-and-small-influencers-in-livestream-commerce/

Read the full Journal of Marketing article here: https://doi.org/10.1177/00222429231213581

Reference: Xian Gu, Xiaoxi Zhang, and P. K. Kannan, “Influencer Mix Strategies in Livestream Commerce: Impact on Product Sales,” Journal of Marketing.

Narrator: Adalgisa Butkewitsch

Acknowledgments: Sushma Kambagowni

Topics: livestreaming, influencer marketing, sales, follower size, social media

The JM Buzz Podcast is a production of the American Marketing Association's Journal of Marketing and is produced by ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠University FM

Striking the Right Balance Between Big and Small Influencers in Livestream Commerce