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NIM Marketing Intelligence Review

formerly: GfK Marketing Intelligence Review
Open Access
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Open Access | Apr 19, 2025
Optimizing Influencer Mix Strategies for Livestream Commerce: Insights from China
Xian Gu

Xian Gu

Assistant Professor of Marketing, Indiana University
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Gu, Xian
, 
Xiaoxi Zhang

Xiaoxi Zhang

Assistant Professor of Marketing, Tianjin University
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Zhang, Xiaoxi
 and 
P. K. Kannan

P. K. Kannan

Associate Dean for Strategic Initiatives, Dean’s Chair in Marketing Science, University of Maryland
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Kannan, P. K.
  
Open Access | Apr 19, 2025
The Next Age of Retailing: Learning from Influencers’ Strategies
Sara Rosengren

Sara Rosengren

Chaired Professor of Marketing, Center for Retailing, Stockholm School of Economics
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Rosengren, Sara
, 
Colin Campbell

Colin Campbell

Associate Professor of Marketing, Knauss School of Business, University of San Diego
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Campbell, Colin
 and 
Justine Rapp Farrell

Justine Rapp Farrell

Associate Professor of Marketing, Knauss School of Business, University of San Diego
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Rapp Farrell, Justine
  
Open Access | Apr 19, 2025
Unwanted Social Media Comments? The Tricky Business of Managing Online Hostility in Influencer Marketing
Michelle Daniels

Michelle Daniels

Assistant Professor of Marketing, University of Alabama
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Daniels, Michelle
 and 
Freeman Wu

Freeman Wu

Assistant Professor of Marketing, Vanderbilt University
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Wu, Freeman
  
Open Access | Apr 19, 2025
Behind the Screens: How to Build Impactful Influencer Campaigns that #breaktheInternet Interview with Molly Tullis, Associate Director of Social Strategy
Jenna Drenten

Jenna Drenten

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Drenten, Jenna
 and 
Molly Tullis

Molly Tullis

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Tullis, Molly
  
Open Access | Apr 19, 2025
Editorial: Influencer Marketing and the Creator Economy
Jenna Drenten

Jenna Drenten

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Drenten, Jenna
  
Open Access | Apr 19, 2025
When Fans Become Anti-Fans: How to Navigate Negative Influencer–Follower Relationships
Rebecca Mardon

Rebecca Mardon

Reader in Marketing, Cardiff University
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Mardon, Rebecca
, 
Hayley Cocker

Hayley Cocker

Senior Lecturer in Marketing, Lancaster University
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Cocker, Hayley
 and 
Kate Daunt

Kate Daunt

Professor of Marketing, Cardiff University
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Daunt, Kate
  
Journal Information
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eISSN:
2628-166X
Language:
English
Publication timeframe:
2 times per year
Journal Subjects:
Business and Economics, Political Economics, Public Finance and Fiscal Theory, Business Management, Marketing, Sales, Customer Relations, Management, Organization, Corporate Governance, Business Management, other
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