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Keywords: GINA
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Journal Articles
Tangled in influence: uncovering brand challenges in online influencer marketing through integrated marketing communications and grey influence analysis
Available to Purchase
Journal:
Marketing Intelligence & Planning
Marketing Intelligence & Planning 1–27.
Published: 06 February 2026
.... Following the collection of feedback from 22 industry professionals, the highlighted challenges were ranked using a unique causal impact analysis technique called the grey influence analysis (GINA). Findings The study revealed that negative brand association risk, influencer authenticity and credibility...
