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Fine F. Leung

As seen in: Harvard Business Review
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Articles

Does Influencer Marketing Really Pay Off?

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By Fine F. Leung, Jonathan Z. Zhang, Flora F. Gu, Yiwei Li, Robert W. Palmatier
| Harvard Business Review Verified
In 2022, the influencer industry reached $16.4 billion. More than 75% of brands have a dedicated budget for influencer marketing, from Coca Cola’s #ThisOnesFor campaign in collaboration with fashion and travel influencers, to Dior’s award-winning 67 Shades campaign in which the brand partnered with diverse influencers to promote its Forever Foundation product line. But does investing in influencers really pay off?
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How to Get More ROI from Your Influencer Marketing Investments

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By Fine F. Leung, Flora F. Gu, Yiwei Li, Jonathan Z. Zhang
| ama.org
Many marketers turn to online influencers to promote their brands and products on social media, propelling the growth of influencer marketing. However, little is known about the decision criteria that firms can use to enhance the effectiveness of their influencer marketing efforts.
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What Happens When Companies Emphasize Employee Effort Versus Talent

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By Sara Kim, Fine F. Leung, Caleb H. Tse
| ama.org
3.4.2020 Fine F. Leung, Sara Kim and Caleb H. Tse Firms often attribute their service employees’ competent performance to either dedicated effort or natural talent. Yet it is unclear how such practices affect customer evaluations of service employees and customer outcomes.
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