Author name: Dr Andria Andriuzzi

Andria Andriuzzi is an associate professor of marketing at Université Jean Monnet in Saint-Etienne, France, and a member of the Coactis research group. His research has been presented at several international conferences, such as ACR and AMS, and has been published in journals including Psychology & Marketing and Recherche et Applications en Marketing, as well as contributions to books. His main interests are digital marketing, brand–consumer interaction and brand language.

Image of an older woman smiling in front of a camera phone with a light ring fixed round it, as if filming for a social media post

Facts Over Hype

Is it better for brands to promote their message via corporate channels or to use influencers to generate content?

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