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Michael Haenlein and his co-authors analysed the use of customers as micro-influencers to boost the sales of everyday consumer products.

Celebrities have represented brands and thus helped sell their products for years. Today Consumer Packaged Goods (CPG) manufacturers equally invest in word-of-mouth programs and incentivize customers to spread the word about everyday products. But do such programs really help increase the sales supermarket goods?

That’s the question ESCP Europe Professor of Marketing Michael Haenlein tried to answer with Lancaster University Professor Florian Dost, European University Viadrina PhD candidate Ulrike Phieler and Arison School of Business Professor Barak Libai, in an article they published in the Journal of Marketing, a managerial version published by the American Marketing Association and the video above.