Joana César Machado, Lecturer at Católica Porto Business School

The importance of gender in 'influencer marketing'

In the influencer marketing industry, the congruence between the brand and influencer genre can be decisive.

'Influencer Marketing'

The fact that an influencer has a very high number of followers can lead him to be perceived as someone who is too inaccessible and less authentic.

Motivations to interact with brands on Facebook

Brands that are able to stimulate the interaction of their consumers obtain numerous advantages in terms of creating engagement and loyalty.