Authentic Campaign or Mass Brand Awareness: How to Choose the Right Influencers

Authors

• Cristina Nistor, Chapman UniversityFollow
• Matthew Selove, Chapman UniversityFollow
• J. Miguel Villas-Boas, University of California, Berkeley,Follow

Document Type

Article

Publication Date

8-28-2026

Abstract

Cristina Nistor, Matthew Selove, and J. Miguel Villas-Boas explain why micro-influencers are more authentic than celebrities. They also discuss how brands benefit from sponsoring different types of influencers.

Comments

This is a pre-copy-editing, author-produced PDF of an article accepted for publication in Management and Business Review, volume 6, issue 2-3, in 2026 following peer review. This article may not exactly replicate the final published version. The definitive publisher-authenticated version is available online at https://doi.org/10.1177/2694104X261479066.

Recommended Citation

Nistor, C., Selove, M., & Villas-Boas, J. M. (2026). Authentic Campaign or Mass Brand Awareness: How to Choose the Right Influencers. Management and Business Review, 6(2-3), 65-67. https://doi.org/10.1177/2694104X261479066

Peer Reviewed

1

Copyright

The authors