We talk about influencer marketing from a scientific perspective and go all the way back to the roots of consumption and influence – what factors drive consumers to make purchase decisions and how do they choose which messages they listen to? Jonas also walks us through the evolution of influencer marketing and explains how brands can use this marketing channel to cut through the noise.
About Jonas Colliander:
Jonas Colliander is an Associate Professor at the Center for Retailing at Stockholm School of Economics and his studies are focused on social media. What is it that shapes our views of social media, how should companies treat this phenomenon for marketing purposes, and how do consumers respond to marketing through these channels? Since joining the Center for Retailing he’s also continuously investigating the link between social media and e-commerce.
Besides his research, Jonas is teaching regularly at The Stockholm School of Economics in BSc courses in market research and marketing communications as well as lecturing and consulting for companies both in Sweden and internationally.
