influencers

Maximizing Customer Lifetime Value through Subscription Models

This research explores the downstream and upstream effects of consumer-to-consumer (C2C) gift subscriptions compared to personal subscriptions in the context of live streaming. It reveals that C2C subscriptions significantly enhance customer lifetime value by encouraging more tips and comments and highlights the importance of creator performance quality in driving subscription behaviors.

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Mega- and Micro-Influencers Manage Authenticity Differently JAR Study Finds

  • JOURNAL OF ADVERTISING RESEARCH

This study explores how mega- and micro-influencers manage authenticity in their sponsored content based on social network theory, which argues that individuals, groups and organizations are embedded within webs of social relations and interactions that impact their beliefs and actions. It compares their strategies and engagement rates, providing insights into the effectiveness of different influencer types.

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AUDIENCEXSCIENCE 2025

ARF’s annual AUDIENCExSCIENCE conference returned March 25-26 to explore the most critical audience measurement issues. Through keynotes, panels, debates and rigorously peer-reviewed research presentations, attendees learned about a wide array of new and evergreen industry topics. World-class thinkers shared their perspectives on the future of advertising research and measurement and revealed how tomorrow’s technologies and data trends will impact advertising and media. Please continue to check this page. More content will be added shortly.

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