Citation

BibTex format

@article{Duffek:2026:10.1177/2694104X261479065,
author = {Duffek, B and Eisingerich, A and Merlo, O},
doi = {10.1177/2694104X261479065},
journal = {Management and Business Review},
pages = {60--64},
title = {The authenticity playbook},
url = {http://dx.doi.org/10.1177/2694104X261479065},
volume = {6},
year = {2026}
}
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RIS format (EndNote, RefMan)

TY  - JOUR
AB  - Barbara Duffek, Andreas B. Eisingerich, and Omar Merlo share insights from a global study on influencer marketing, revealing five properties that contribute to authenticity and suggesting six strategies that will help managers to align their stakeholders, build trust, and get the most out of influencer marketing.
AU  - Duffek,B
AU  - Eisingerich,A
AU  - Merlo,O
DO  - 10.1177/2694104X261479065
EP  - 64
PY  - 2026///
SN  - 2694-104X
SP  - 60
TI  - The authenticity playbook
T2  - Management and Business Review
UR  - http://dx.doi.org/10.1177/2694104X261479065
VL  - 6
ER  -
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