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Volume 17 (2025): Issue 1 (May 2025)

Open Access
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NIM Marketing Intelligence Review
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Issue 2 (November 2025) - Beyond the 4 Ps – Marketing’s Strategic Comeback
Issue 1 (May 2025) - Influencer Marketing and the Creator Economy

9 articles
Open Access
|Apr 2025
Editorial: Influencer Marketing and the Creator Economy
Jenna Drenten  
Open Access
|Apr 2025
Influencer Marketing: How to Be Successful in the Age of Chronically Online Consumers
Jenna Drenten  
Open Access
|Apr 2025
The Next Age of Retailing: Learning from Influencers’ Strategies
Sara Rosengren,  Colin Campbell and  Justine Rapp Farrell  
Open Access
|Apr 2025
Unwanted Social Media Comments? The Tricky Business of Managing Online Hostility in Influencer Marketing
Michelle Daniels and  Freeman Wu  
Open Access
|Apr 2025
When Fans Become Anti-Fans: How to Navigate Negative Influencer–Follower Relationships
Rebecca Mardon,  Hayley Cocker and  Kate Daunt  
Open Access
|Apr 2025
Optimizing Influencer Mix Strategies for Livestream Commerce: Insights from China
Xian Gu,  Xiaoxi Zhang and  P. K. Kannan  
Open Access
|Apr 2025
When the Product Is You: The (Not So) Glamorous Life of an Influencer
Brooke Erin Duffy  
Open Access
|Apr 2025
Designing Influence: How Cartoonish and Humanlike Characters Shape Consumer Decisions
Carolin Kaiser,  Vladimir Manewitsch and  Rene Schallner  
Open Access
|Apr 2025
Behind the Screens: How to Build Impactful Influencer Campaigns that #breaktheInternet Interview with Molly Tullis, Associate Director of Social Strategy
Jenna Drenten and  Molly Tullis