<title>NIM Marketing Intelligence Review Feed</title>
<link>https://sciendo.com/journal/NIMMIR</link>
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<title>NIM Marketing Intelligence Review Feed</title>
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<link>https://sciendo.com/journal/NIMMIR</link>
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<copyright>All rights reserved 2025, Sciendo</copyright>
<item>
<title>
<![CDATA[ When Fans Become Anti-Fans: How to Navigate Negative Influencer–Follower Relationships ]]>
</title>
<link>https://sciendo.com/article/10.2478/nimmir-2025-0005</link>
<guid>https://sciendo.com/article/10.2478/nimmir-2025-0005</guid>
<pubDate>Sat, 19 Apr 2025 00:00:00 GMT</pubDate>
<description>
<![CDATA[
The nature of influencers’ relationships with their followers is attractive to brands. However, consumers’ positive feelings for their favorite influencers are not cast in stone. If influencers become more secretive and less responsive, relationships can quickly sour and fandom can turn into hostile anti-fan behaviors and harm the brands they endorse. Therefore, when selecting influencers, brands should look beyond follower count, as the benefits of a larger follower base may not outweigh the risks posed by disgruntled anti-fans. To ensure the success of influencer campaigns, brands should assess the risks associated with influencer–follower relationships. Brands could assess the influencer’s responsiveness to their fan base and their ratio of commercial to organic content as well as monitor anti-fan activity surrounding the influencer on leading gossip forums. A thorough screening can help brand managers avoid influencer marketing partnerships likely to lead to high levels of negative sentiment or threats of brand boycotts.
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</description>
<category>ARTICLE</category>
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<title>
<![CDATA[ The Next Age of Retailing: Learning from Influencers’ Strategies ]]>
</title>
<link>https://sciendo.com/article/10.2478/nimmir-2025-0003</link>
<guid>https://sciendo.com/article/10.2478/nimmir-2025-0003</guid>
<pubDate>Sat, 19 Apr 2025 00:00:00 GMT</pubDate>
<description>
<![CDATA[
Typically, influencers are considered a promotional tool that can help retailers and brands draw attention to their offers. Their impact on the retail landscape is, however, more profound. Influencers are not just changing consumer behavior—they are forcing retailers to rethink their entire business models. The way influencers integrate their personal brand with their product offerings creates a powerful combination of trust, authenticity and relevance. Retailers can adapt by embracing a more community-driven approach, where they focus less on mass-market appeal and more on building deeper connections with specific customer segments. Furthermore, influencers have set new expectations for what a shopping experience should feel like. Their content-driven approach is immersive, dynamic and highly personalized—attributes that modern consumers increasingly demand. Retailers could benefit from replicating this by offering experiences that extend beyond the transaction. Retailers that embrace a more personalized, community-driven and experience-rich approach will be better positioned to thrive in an increasingly influencer-driven market.
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</description>
<category>ARTICLE</category>
...</item>
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<title>
<![CDATA[ Optimizing Influencer Mix Strategies for Livestream Commerce: Insights from China ]]>
</title>
<link>https://sciendo.com/article/10.2478/nimmir-2025-0006</link>
<guid>https://sciendo.com/article/10.2478/nimmir-2025-0006</guid>
<pubDate>Sat, 19 Apr 2025 00:00:00 GMT</pubDate>
<description>
<![CDATA[
China has revolutionized online shopping through livestream commerce. Influencers offer engaging and interactive live experiences and promote products in a fusion of commerce and entertainment. Tailoring livestream campaigns to the type of influencer and product strategy is essential. We discuss the impact of several key factors, such as price discounts, product categories and the number of products promoted in a single livestream. Also, the types of influencers and how they are combined are essential. Mega influencers, with their vast followings, are ideal for building brand awareness, while smaller influencers, with their close relationships with their loyal audiences, excel at driving engagement. However, combining big and small influencers does not always lead to better results. If smaller influencers promote a product in advance, mega influencers can lose trustworthiness, resulting in lower sales. In contrast, starting with a mega influencer and then introducing smaller influencers can improve overall campaign performance.
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</description>
<category>ARTICLE</category>
...</item>
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<title>
<![CDATA[ Unwanted Social Media Comments? The Tricky Business of Managing Online Hostility in Influencer Marketing ]]>
</title>
<link>https://sciendo.com/article/10.2478/nimmir-2025-0004</link>
<guid>https://sciendo.com/article/10.2478/nimmir-2025-0004</guid>
<pubDate>Sat, 19 Apr 2025 00:00:00 GMT</pubDate>
<description>
<![CDATA[
Influencers need to balance their tolerance for negative and even insulting comments with followers’ expectation of being approachable. When they decide to disable their comment section, they effectively prevent cyberbullying but also cut off consumers’ highly valued method of voice expression. This is critical, as it not only impacts how consumers view the influencer but also how willing they are to support brand partners: Users become less inclined to engage with an influencer’s sponsored brand content or accept promo codes. To prevent backlash, user communication around disabling comments is key. Negative effects can be reduced when influencers discuss mental health issues leading to the decision to disable comments. But negativity should also be addressed by platform providers, such as by designing additional platform features to protect influencers from hate speech. For brand endorsements, it is important to ensure ongoing communication between influencers and brand partners to discuss potential consequences of critical influencer decisions.
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</description>
<category>ARTICLE</category>
...</item>
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<title>
<![CDATA[ Editorial: Influencer Marketing and the Creator Economy ]]>
</title>
<link>https://sciendo.com/article/10.2478/nimmir-2025-0001</link>
<guid>https://sciendo.com/article/10.2478/nimmir-2025-0001</guid>
<pubDate>Sat, 19 Apr 2025 00:00:00 GMT</pubDate>
<category>ARTICLE</category>
...</item>
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<title>
<![CDATA[ Behind the Screens: How to Build Impactful Influencer Campaigns that #breaktheInternet Interview with Molly Tullis, Associate Director of Social Strategy ]]>
</title>
<link>https://sciendo.com/article/10.2478/nimmir-2025-0009</link>
<guid>https://sciendo.com/article/10.2478/nimmir-2025-0009</guid>
<pubDate>Sat, 19 Apr 2025 00:00:00 GMT</pubDate>
<description>
<![CDATA[
In today’s dynamic world of influencer marketing, brands face an ever-changing digital landscape where authenticity, adaptability and collaboration are key. This interview dives into the heart of influencer marketing with Molly Tullis, a seasoned expert who shares actionable insights on topics ranging from building trust with creators to navigating platform uncertainties. Discover how influencer marketing has evolved beyond mere product endorsements, how micro influencers play a pivotal role and how brands can leverage creator content across multiple channels. Whether you’re curious about common pitfalls, looking for tips on measuring campaign success, or wondering about the future of the industry, Molly’s thoughtful perspectives provide a comprehensive guide to mastering influencer marketing today.
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</description>
<category>ARTICLE</category>
...</item>
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<title>
<![CDATA[ When the Product Is You: The (Not So) Glamorous Life of an Influencer ]]>
</title>
<link>https://sciendo.com/article/10.2478/nimmir-2025-0007</link>
<guid>https://sciendo.com/article/10.2478/nimmir-2025-0007</guid>
<pubDate>Sat, 19 Apr 2025 00:00:00 GMT</pubDate>
<description>
<![CDATA[
Despite the seductive promises of freedom, flexibility and creative autonomy, influencer careers are beset with challenges and risks. Influencers’ status as independent contractors means they lack many of the safeguards associated with formal employment, such as a stable income or paid leave. They are under pressure to present themselves as authentic and relatable, and the need to gain visibility causes vulnerability. Many influencers, especially women, people of color and LGBTQ+ individuals, face incivility, hate and harassment. To mitigate risks, creators rely upon proactive strategies that serve as a bulwark against future negativity as well as reactive strategies applied in response to past negative expressions. As platforms and brands depend on and monetize influencer relationships, they should assume more responsibility for protecting creators from their career-related risks and harms. Platforms play a crucial role in creating a safer environment, but also brands can help reduce the potential emotional and social toll of negative interactions.
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</description>
<category>ARTICLE</category>
...</item>
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<title>
<![CDATA[ Influencer Marketing: How to Be Successful in the Age of Chronically Online Consumers ]]>
</title>
<link>https://sciendo.com/article/10.2478/nimmir-2025-0002</link>
<guid>https://sciendo.com/article/10.2478/nimmir-2025-0002</guid>
<pubDate>Sat, 19 Apr 2025 00:00:00 GMT</pubDate>
<description>
<![CDATA[
Influencers have been navigating the front lines of chronically online consumer culture. They’ve mastered the art of engaging with hyper-specific audiences, responding to fleeting trends with agility and maintaining relevance in a constantly shifting landscape. The influencer marketing strategy shifts away from calculated perfection and embraces the unpredictable, often absurd humor of chronically online consumer culture. Its foundation remains rooted in the principle that made influencer marketing successful in the first place: authenticity. Influencers not only reflect the interests of their communities but also shape them. Their ability to detect and respond to cultural shifts makes them indispensable partners for brands aiming to remain relevant in the digital age. The days of the “Big Influencer” aren’t entirely over, but they are no longer the whole story. Chronically online influencer marketing marks a broadening of how brands approach influencer marketing: an antidote to the overly polished campaigns and a return to authenticity. It requires brands to be bold, authentic and adaptable, leveraging the quirks of digital culture to foster genuine connections.
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</description>
<category>ARTICLE</category>
...</item>
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<title>
<![CDATA[ Designing Influence: How Cartoonish and Humanlike Characters Shape Consumer Decisions ]]>
</title>
<link>https://sciendo.com/article/10.2478/nimmir-2025-0008</link>
<guid>https://sciendo.com/article/10.2478/nimmir-2025-0008</guid>
<pubDate>Sat, 19 Apr 2025 00:00:00 GMT</pubDate>
<description>
<![CDATA[
Virtual influencers have become a growing phenomenon in the digital marketing landscape. They can exist in any form—robots, animals, cartoon figures, human avatars or even aliens —and are tailored with specific personalities that emulate human traits, behaviors and interactions. This research shows that both cartoonish and realistic virtual influencers and advisors are able to effectively boost product engagement. Character design plays a crucial role depending on the context. Managers should strategically align character design with specific campaign goals. Regular assessment of a virtual character`s impact on its audience and on brand perception and iterative adjustments can help sustain engagement and avoid consumer fatigue. As virtual characters become more common, consumers need to build digital literacy to critically assess these entities’ influence in their lives. As the popularity of virtual influencers grows, there is an urgent need for ethical guidelines and industry standards regarding virtual characters.
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</description>
<category>ARTICLE</category>
...</item>
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<title>
<![CDATA[ Web3 and the Future of the Digital Platform Economy: The Tricky Business of Finding the “Just Right” Level of Decentralization ]]>
</title>
<link>https://sciendo.com/article/10.2478/nimmir-2024-0016</link>
<guid>https://sciendo.com/article/10.2478/nimmir-2024-0016</guid>
<pubDate>Sat, 26 Oct 2024 00:00:00 GMT</pubDate>
<category>ARTICLE</category>
...</item>
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<title>
<![CDATA[ Make Your Dream Events Real: Creating Value by Connecting the Event Industry with Its Consumers: Interview with Julie Roth Novack, CEO and Cofounder of PartySlate ]]>
</title>
<link>https://sciendo.com/article/10.2478/nimmir-2024-0018</link>
<guid>https://sciendo.com/article/10.2478/nimmir-2024-0018</guid>
<pubDate>Sat, 26 Oct 2024 00:00:00 GMT</pubDate>
<category>ARTICLE</category>
...</item>
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<title>
<![CDATA[ Mastering the Digital Regulatory Maze: Strategies for Marketing Success in a Complex Landscape ]]>
</title>
<link>https://sciendo.com/article/10.2478/nimmir-2024-0015</link>
<guid>https://sciendo.com/article/10.2478/nimmir-2024-0015</guid>
<pubDate>Sat, 26 Oct 2024 00:00:00 GMT</pubDate>
<category>ARTICLE</category>
...</item>
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<title>
<![CDATA[ Responsible Platforms: Aiming for Social Value Rather than Scale ]]>
</title>
<link>https://sciendo.com/article/10.2478/nimmir-2024-0017</link>
<guid>https://sciendo.com/article/10.2478/nimmir-2024-0017</guid>
<pubDate>Sat, 26 Oct 2024 00:00:00 GMT</pubDate>
<category>ARTICLE</category>
...</item>
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<title>
<![CDATA[ Chinese and US Digital Platforms: Exploring Key Differences in Strategies ]]>
</title>
<link>https://sciendo.com/article/10.2478/nimmir-2024-0013</link>
<guid>https://sciendo.com/article/10.2478/nimmir-2024-0013</guid>
<pubDate>Sat, 26 Oct 2024 00:00:00 GMT</pubDate>
<category>ARTICLE</category>
...</item>
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<title>
<![CDATA[ Transforming Products into Platforms: Unearthing New Avenues for Business Innovation ]]>
</title>
<link>https://sciendo.com/article/10.2478/nimmir-2024-0011</link>
<guid>https://sciendo.com/article/10.2478/nimmir-2024-0011</guid>
<pubDate>Sat, 26 Oct 2024 00:00:00 GMT</pubDate>
<category>ARTICLE</category>
...</item>
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<title>
<![CDATA[ Stepping Up Your Brand Game in the Platform Age: How to Build a Commoditization SHIELD ]]>
</title>
<link>https://sciendo.com/article/10.2478/nimmir-2024-0012</link>
<guid>https://sciendo.com/article/10.2478/nimmir-2024-0012</guid>
<pubDate>Sat, 26 Oct 2024 00:00:00 GMT</pubDate>
<category>ARTICLE</category>
...</item>
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<link>https://sciendo.com/article/10.2478/nimmir-2024-0010</link>
<guid>https://sciendo.com/article/10.2478/nimmir-2024-0010</guid>
<pubDate>Sat, 26 Oct 2024 00:00:00 GMT</pubDate>
<category>ARTICLE</category>
...</item>
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<title>
<![CDATA[ Big Tech Platforms: What Are the Limits to “Big Brother” Surveillance and Influence? ]]>
</title>
<link>https://sciendo.com/article/10.2478/nimmir-2024-0014</link>
<guid>https://sciendo.com/article/10.2478/nimmir-2024-0014</guid>
<pubDate>Sat, 26 Oct 2024 00:00:00 GMT</pubDate>
<category>ARTICLE</category>
...</item>
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<title>
<![CDATA[ Beyond the Buzz: Creating Marketing Value with Generative AI ]]>
</title>
<link>https://sciendo.com/article/10.2478/nimmir-2024-0008</link>
<guid>https://sciendo.com/article/10.2478/nimmir-2024-0008</guid>
<pubDate>Thu, 25 Apr 2024 00:00:00 GMT</pubDate>
<category>ARTICLE</category>
...</item>
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<link>https://sciendo.com/article/10.2478/nimmir-2024-0001</link>
<guid>https://sciendo.com/article/10.2478/nimmir-2024-0001</guid>
<pubDate>Thu, 25 Apr 2024 00:00:00 GMT</pubDate>
<category>ARTICLE</category>
...</item>