The effectiveness of influencer marketing. International Journal of Advertising

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Edell, JA, & Burke, MC (1987). The power of emotions in understanding advertising impact. Journal of Advertising, 42(2), 147-157. It is important to note that this study contrasts emotional and rational advertising incentives and provides valuable insights into how emotions can arouse consumer interest, improve recall, and influence purchasing decisions.
Hovland, R., Wood, NT, & Wright, S. (2018). The effectiveness of native advertising. Journal of Advertising, 47(3), 338-351. This study provides a compelling investigation of native advertising and shows that native advertising has the potential to outperform traditional banners in driving brand awareness and purchase intent while generating positive consumer attitudes.
Li, H., Edwards, SM, & Lee, J.-H. (2002). Measuring advertising intrusiveness: scale development italy mobile database and validation. Journal of Advertising, 46(4), 490-501. This meta-analysis focuses on the emerging field of mobile advertising and highlights the importance of personalized and targeted mobile advertising in increasing brand awareness and improving consumer sentiment toward the brand.
Cheng, H., & Kotler, P. (2020). , 39(1), 121-142. This recent study examines the impact of influencer marketing and shows that it has higher effectiveness in achieving brand-related outcomes compared to traditional advertising methods, especially when the influencer embodies authenticity .