Open AccessThe influencer’s power in strategic brand decisions: Consequences for Spanish advertising agencies
Author(s) -
Paloma SanzMarcos,
Gloria Jiménez-Marín,
Rodrigo Elías Zambrano
Publication year - 2019
Publication title -
adcomunica revista científica de estrategias tendencias e innovación en comunicación
Language(s) - Spanish
Resource type - Journals
eISSN - 2254-2728
pISSN - 2174-0992
DOI - 10.6035/2174-0992.2019.18.5
Subject(s) - advertising , business , influencer marketing , marketing , power (physics) , marketing management , physics , quantum mechanics , relationship marketing
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