MSBAPM Pressroom | School of Business | University of Connecticut

An influencer presents a boxed product to her cell phone camera.

Marketing Professor, Colleagues Find New Way to Enhance Social Media Influencer Messaging

UConn Today – UConn marketing professor Nicholas Lurie and two colleagues have found a little-known method for significantly enhancing social media influencer marketing.

In a recently published article in the Journal of Marketing, the researchers highlight how seeding the combination of a prominent influencer and a follower boosts the spread of an endorsement up to fivefold.

“Both researchers and marketers have traditionally believed that the key to social media messaging is to find the influencer with the largest social network,’’ Lurie says.

Read article