1.      Gensler, S., Völckner, F., Liu-Thompkins, Y., & Wiertz, C. (2018). Managing brands in the
social media environment. Journal of Interactive Marketing, 42, 1-8.

This article provides a comprehensive overview of how social media has changed the marketing
landscape and discusses the challenges and opportunities for managing brands in this environment.
It specifically focuses on influencer marketing and how brands can leverage influencers to create
positive brand experiences and build trust with consumers.


2.      Vrontis, D., Makrides, A., Christofi, M., & Thrassou, A. (2021). Social media influencer
marketing: A systematic review, integrative framework and future research agenda. International
Journal of Consumer Studies, 45(4), 617-644.

This article reviews the existing literature on social media influencers and provides a synthesis
of the key findings. It also identifies gaps in the research and proposes a research agenda for
future studies. The article covers topics such as influencer selection, effectiveness, and
disclosure.


3.       Lemon, K. N., & Verhoef, P. C. (2016). Understanding customer experience throughout the
customer journey. Journal of marketing, 80(6), 69-96.

This article proposes a customer journey framework for understanding and managing customer
experience. The authors argue that customer experience is a dynamic and multi-dimensional construct
that evolves over time and across touchpoints. They provide empirical evidence on the importance of
customer experience for customer loyalty and suggest managerial implications for enhancing customer
experience.