Tangled in influence: Uncovering brand challenges in online influencer marketing through integrated marketing communications and grey influence analysis
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Date
2026
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Emerald Group Publishing Ltd.
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Singh, V. (2026). Tangled in influence: Uncovering brand challenges in online influencer marketing through integrated marketing communications and grey influence analysis. Marketing Intelligence & Planning. https://doi.org/10.1108/MIP-07-2025-0557