KANNAN, P.K.
KANNAN, P.K.
Dipartimento di Marketing
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Influencer Marketing Unlocked: Understanding the Value Chains Driving the Creator Economy
2025 Libai, Barak; Babic, Ana Rosario; Beichert, Maximilian; Donkers, Bas; Haenlein, Michael; Hofstetter, Reto; Kannan, P. K.; van der Lans, Ralf; Lanz, Andreas; Li, H. Alice; Mayzlin, Dina; Muller, Eitan; Shapira, Daniel; Yang, Jeremy; Zhang, Lingling
The surprising ROI of small online influencers
2024 Beichert, Maximilian; Zhang, Xiaoxi; Bayerl, Andreas; Goldenberg, Jacob; Gu, Xian; Kannan, P. K.; Lanz, Andreas
When AI Assists at the Frontline: External and Internal Marketing Effects in the Context of Banking Mortgages
In corso di stampa Nanni, Anastasia; Ordanini, Andrea; Kannan, P. K.
| Titolo | Data di pubblicazione | Autore(i) | Rivista | Editore |
|---|---|---|---|---|
| Influencer Marketing Unlocked: Understanding the Value Chains Driving the Creator Economy | 1-gen-2025 | Libai, Barak; Babic, Ana Rosario; Beichert, Maximilian; Donkers, Bas; Haenlein, Michael; Hofstetter, Reto; Kannan, P. K.; van der Lans, Ralf; Lanz, Andreas; Li, H. Alice; Mayzlin, Dina; Muller, Eitan; Shapira, Daniel; Yang, Jeremy; Zhang, Lingling | JOURNAL OF THE ACADEMY OF MARKETING SCIENCE | - |
| The surprising ROI of small online influencers | 1-gen-2024 | Beichert, Maximilian; Zhang, Xiaoxi; Bayerl, Andreas; Goldenberg, Jacob; Gu, Xian; Kannan, P. K.; Lanz, Andreas | MIT SLOAN MANAGEMENT REVIEW | - |
| When AI Assists at the Frontline: External and Internal Marketing Effects in the Context of Banking Mortgages | In corso di stampa | Nanni, Anastasia; Ordanini, Andrea; Kannan, P. K. | JOURNAL OF MARKETING RESEARCH | - |