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Social Influencers Can Boost Attention Paid to Brands Yet Erode Sentiment Toward Video, Research Finds

February 16, 2021

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15-30 mins
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Michigan Ross professor of marketing Puneet Manchanda discusses the influencer marketing industry, considering how much “influence” these “influencer marketers” actually maintain. Regarding his research, Manchanda finds that brands mentioned in the first 30 seconds of a YouTube video receive a significant increase in attention, but a “significant decrease in positive sentiment expressed toward the video.” The faculty expert further highlights that there is not much research in general concerning the design and effectiveness of the producers and industry, looking at topics such as the “attention economy” as well as other social platforms like Twitter and Tik Tok.

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