[{"data":1,"prerenderedAt":-1},["ShallowReactive",2],{"$f3pnda2tyljdwi":3,"$f1fn4bvlmx2a6v":232,"page-template:\u002Farticles\u002Funder-the-influence:{}":253},{"content":4,"navigationFallbacksEnabled":35,"previewEnvironmentEnabled":35},{"siteKey":5,"siteName":6,"tagline":7,"seo":8,"errorPage":21,"siteModals":36,"customSettings":37,"globals":42},"darden-report","Darden Report","News and knowledge from the UVA Darden School of Business.",{"title":9,"description":10,"image":11},"Darden Report - The Latest News and Ideas from UVA Darden School of Business","The Darden Report offers the latest news, research, and stories about the University of Virginia Darden School of Business.",{"src":12,"alt":13,"aspectRatio":14,"width":15,"height":16,"bynderDat":17},"https:\u002F\u002Fimages.darden.virginia.edu\u002Ftransform\u002F189175de-2440-489a-939e-91d6f7e7989a\u002FGoodwin-Grounds-autumn","goodwin grounds","6048 \u002F 4024",6048,4024,{"baseUrl":18,"assetId":19,"name":20},"https:\u002F\u002Fimages.darden.virginia.edu","189175de-2440-489a-939e-91d6f7e7989a","Goodwin-Grounds-autumn",{"statusLabel":22,"title":23,"summaryBeforeHomeLink":24,"homeLinkLabel":25,"homeHref":26,"summaryAfterHomeLink":27,"searchEnabled":28,"searchLabel":29,"searchPlaceholder":30,"seo":31},"Error 404","Wa-who?","We cannot locate a page at this address. Try searching using the input below or starting from the ","homepage","\u002F",".",true,"Search Darden Report","Search...",{"title":32,"description":33,"robots":34},"Page Not Found",null,{"noindex":28,"nofollow":35},false,[],{"algoliaEngagement":38},{"activeSeconds":39,"scrollRatio":40,"idleSeconds":41,"mediaPercent":39},20,0.5,60,{"masthead":43,"menuOverlay":59,"footer":191},{"homeHref":26,"tagline":7,"topicsLabel":44,"subscribeLabel":45,"menuLabel":46,"searchLabel":47,"topics":48},"Trending","Subscribe","Open menu","Open search",[49,51,53,55,57],{"label":50,"href":26},"Tariffs Q&A",{"label":52,"href":26},"AI Datacenters",{"label":54,"href":26},"Productivity Boom",{"label":56,"href":26},"CES 2026",{"label":58,"href":26},"Colorado Water Rights",{"overlayLabel":60,"homeHref":26,"tagline":7,"quickLinks":61,"topicsLabel":62,"topics":63,"browseLabel":121,"browseLinks":122,"connectLabel":154,"connectLinks":155,"registerLabel":172,"registerCta":173,"searchLabel":29,"searchPlaceholder":30,"searchSubmitLabel":189,"closeLabel":190},"Site menu",[],"Topics",[64,71,77,83,89,95,102,109,115],{"id":65,"label":66,"href":67,"external":35,"openInNewWindow":35,"description":68,"imageSrc":69,"imageAlt":70},"2PGBfQ54OTbNUe92lTxC30","Artificial Intelligence","\u002Ftopics\u002Fartificial-intelligence","Research and expert perspective on intelligent systems, automation, and the changing economics of decision-making. Darden faculty explore how organizations can evaluate emerging tools, govern responsible adoption, and use AI to improve judgment, productivity, customer value, and competitive advantage without losing sight of people and institutional trust.","https:\u002F\u002Fimages.darden.virginia.edu\u002Ftransform\u002Fsquare-medium\u002Feadee323-faa1-436f-979b-40761fb64624\u002FAI-Primary-Topic-Vertical","Surreal AI-Generated Cosmic Landscape – Generative AI, Art and Human Creativity",{"id":72,"label":73,"href":74,"external":35,"openInNewWindow":35,"description":75,"imageSrc":76,"imageAlt":73},"7hvQgsg6I0A9QRkXKcNJrN","Data & Analytics","\u002Ftopics\u002Fdata-analytics","Data & Analysis examines how leaders turn information into sharper questions, stronger evidence, and better decisions. Darden insights cover analytics, experimentation, forecasting, risk, and interpretation, helping organizations separate signal from noise and translate complex findings into practical choices across strategy, operations, markets, and society.","https:\u002F\u002Fimages.darden.virginia.edu\u002Ftransform\u002Fsquare-medium\u002Fbbea14b9-cfe3-415b-bcab-f97f753f6c54\u002FData-Analytics-Primary-Topic",{"id":78,"label":79,"href":80,"external":35,"openInNewWindow":35,"description":81,"imageSrc":82,"imageAlt":79},"7hztN5kb1RdsP9iGiC05dV","Entrepreneurship","\u002Ftopics\u002Fentrepreneurship","Economic and social advancement require leaders who embrace an entrepreneurial outlook and a commitment to innovation. Darden thought leadership emphasizes that an entrepreneurial mindset is about more than starting a new business venture; it encompasses the opportunity-seizing and action-oriented behavior essential for sustained growth in organizations of all sizes.","https:\u002F\u002Fimages.darden.virginia.edu\u002Ftransform\u002Fsquare-medium\u002Fa8e8e5fe-f1d5-478b-8877-31b8b0c43f0c\u002FThe-Importance-of-Courage",{"id":84,"label":85,"href":86,"external":35,"openInNewWindow":35,"description":87,"imageSrc":88,"imageAlt":85},"2dPcCN1FQ26ZIFcvdIsh4","Global Economies & Markets","\u002Ftopics\u002Fglobal-economies-markets","Faculty insight on trade, markets, policy, global business, and economic change. This topic connects macroeconomic forces with organizational decisions, examining how leaders navigate uncertainty, regulation, capital flows, geopolitical shifts, and cross-border opportunity while building resilient institutions in markets that are increasingly interdependent.","https:\u002F\u002Fimages.darden.virginia.edu\u002Ftransform\u002Fsquare-medium\u002Fd6db5e0d-c0fe-4e51-8f38-5e995d232d04\u002FA-Quick-Queue-or-a-Long-One-Waiting-in-Line-Around-the-World",{"id":90,"label":91,"href":92,"external":35,"openInNewWindow":35,"description":93,"imageSrc":94,"imageAlt":91},"7mgp2vBjTofDsgB34ap4nb","Ethics & Society","\u002Ftopics\u002Fbusiness-ethics-society","The multidisciplinary study of Business, Ethics & Society focuses on sustaining, growing and sharing value, not just for businesses and their shareholders, but for stakeholders and the societies in which they operate. This vein of study encompasses ethical decision-making, examination of how business can and does impact society, implications for policy, principles of moral and institutional leadership, and the tenets of stakeholder theory.","https:\u002F\u002Fimages.darden.virginia.edu\u002Ftransform\u002Fsquare-medium\u002F326ec289-e377-49ca-81ff-8a78a16d7e6d\u002FEthics-and-Society-Primary-Topic",{"id":96,"label":97,"href":98,"external":35,"openInNewWindow":35,"description":99,"imageSrc":100,"imageAlt":101},"18nXfYyrV3JAT3y57GWhcK","Leadership & Management","\u002Ftopics\u002Fleadership-management","Practical research for leading teams, organizations, culture, and change. Darden thought leadership explores how managers build trust, make difficult decisions, communicate purpose, develop talent, and guide people through uncertainty while sustaining performance and strengthening the human systems that make organizations work.","https:\u002F\u002Fimages.darden.virginia.edu\u002Ftransform\u002Fsquare-medium\u002F6557a226-8bac-44d0-83c1-0efdfe88b396\u002F11-Key-Characteristics-of-a-Global-Business-Leader","various colors of blocks stand in an equality and inclusive space, in the style of precisionism influence, silhouette figures, superimposed text, nul group, disfigured forms, miniature illumination, consumer culture critique --ar 128:85 --stylize 50 --v 6 Job ID: 2731b55d-e2b8-4468-81be-bb16e507686f",{"id":103,"label":104,"href":105,"external":35,"openInNewWindow":35,"description":106,"imageSrc":107,"imageAlt":108},"5JMdm6cuNXm8p9L15kOLSX","Marketing & Sales","\u002Ftopics\u002Fmarketing-sales","Ideas for understanding customers, building markets, and communicating value. This topic examines consumer behavior, brand strategy, sales effectiveness, pricing, segmentation, and digital channels, helping leaders connect insight to action and create relationships that support growth across changing audiences and competitive environments.","https:\u002F\u002Fimages.darden.virginia.edu\u002Ftransform\u002Fsquare-medium\u002F146f2b70-b04a-4495-853d-c5b78196f276\u002FMarketing-Primary-Topic","Marketing Primary Topic",{"id":110,"label":111,"href":112,"external":35,"openInNewWindow":35,"description":113,"imageSrc":114,"imageAlt":111},"siVfdjcE5Xfd4pbT1jeWD","Operations & Technology","\u002Ftopics\u002Foperations-technology","Research on systems, digital operations, supply chains, and technology-enabled performance. Darden faculty examine how organizations design processes, manage complexity, improve reliability, and use new tools to create efficient, adaptable operations that support strategy, customer experience, and long-term organizational resilience.","https:\u002F\u002Fimages.darden.virginia.edu\u002Ftransform\u002Fsquare-medium\u002Ff36239ad-c7bf-46fe-93b2-e6df18cb2fef\u002FOperations-Technology-Primary-Topic",{"id":116,"label":117,"href":118,"external":35,"openInNewWindow":35,"description":119,"imageSrc":120,"imageAlt":117},"4NDEiXoxAt8TlDGLBWYCqu","Strategy","\u002Ftopics\u002Fstrategy","Frameworks and evidence for competition, growth, transformation, and long-term enterprise decisions. Strategy insights from Darden help leaders assess where to play, how to win, when to change course, and how to allocate resources in ways that create durable advantage amid uncertainty.","https:\u002F\u002Fimages.darden.virginia.edu\u002Ftransform\u002Fsquare-medium\u002Ff8c81a7f-2b2c-4d37-964e-84382b3b1ef5\u002FBeyond-Strategy-3-Lessons-and-4-Ingredients-of-Execution","Browse",[123,127,131,135,139,143,146,150],{"id":124,"label":125,"href":126,"external":35,"openInNewWindow":35},"49UXns6sWSYS1QfelJsnUS","Articles","\u002Farticles",{"id":128,"label":129,"href":130,"external":35,"openInNewWindow":35},"5h02IsSCwqwqdvAeEfC2uq","Podcasts","\u002Fpodcasts",{"id":132,"label":133,"href":134,"external":35,"openInNewWindow":35},"3i2eJKSFhZolFdIe3c6t5V","Videos","\u002Fvideos",{"id":136,"label":137,"href":138,"external":35,"openInNewWindow":35},"7x4aolsVH0DQFMby9iunAJ","Media Features","\u002Fmedia-features",{"id":140,"label":141,"href":142,"external":35,"openInNewWindow":35},"3rM0mhH3WJY4ThjFiyfnoV","Experts","\u002Fexpert\u002Fdirectory",{"id":144,"label":45,"href":145,"external":35,"openInNewWindow":35},"1pq8d8gTugtnM0goPxBXVR","#subscribe",{"id":147,"label":148,"href":149,"external":28,"openInNewWindow":28},"2G9kuRukBaUj9ddCJur1rC","Give","https:\u002F\u002Fwww.givecampus.com\u002Fcampaigns\u002F20048\u002Fdonations\u002Fnew",{"id":151,"label":152,"href":153,"external":35,"openInNewWindow":35},"1ql3y6NAQuUglXnn3dKJPy","About","\u002Fabout","Connect with Darden",[156,160,164,168],{"id":157,"label":158,"href":159,"external":28,"openInNewWindow":28},"2EPrW3IELdCZUN4AdZc5aU","Facebook","https:\u002F\u002Fwww.facebook.com\u002FDardenMBA",{"id":161,"label":162,"href":163,"external":28,"openInNewWindow":28},"382CfbeZQiqklJrRmCGew4","Instagram","https:\u002F\u002Fwww.instagram.com\u002Fdardenmba\u002F",{"id":165,"label":166,"href":167,"external":28,"openInNewWindow":28},"5IPd9qziZHiSSLmZ9ypypW","LinkedIn","https:\u002F\u002Fwww.linkedin.com\u002Fedu\u002Fschool?id=19605",{"id":169,"label":170,"href":171,"external":28,"openInNewWindow":28},"5DpGLgbQS541wvmzk7yAn4","YouTube","https:\u002F\u002Fwww.youtube.com\u002Fuser\u002FDardenMBA","Featured Event",{"id":174,"previewOnly":35,"href":175,"external":28,"accessibleLabel":176,"openInNewWindow":28,"image":177,"date":186,"startDateTime":187,"endDateTime":188,"title":179},"3sGe8qongAY1Kc95z4h0Oh","https:\u002F\u002Fwww.darden.virginia.edu\u002Fexecutive-education\u002Fstrategic-data-analytics-for-competitive-advantage","Test",{"src":178,"alt":179,"aspectRatio":180,"width":181,"height":181,"bynderDat":182},"https:\u002F\u002Fimages.darden.virginia.edu\u002Ftransform\u002Fsquare-medium\u002Fc9667467-ef6d-41ff-91ee-3f9665adc4b7\u002FDriving-Ethical-Innovation-in-the-Age-of-AI","AI-Powered Data Analytics","1 \u002F 1",700,{"baseUrl":18,"assetId":183,"name":184,"preset":185},"c9667467-ef6d-41ff-91ee-3f9665adc4b7","Driving-Ethical-Innovation-in-the-Age-of-AI","square-medium","Nov 10-13","2026-11-10","2026-11-13","Submit search","Close menu",{"homeHref":26,"links":192,"subscribeHeading":227,"subscribeLabel":45,"imageSrc":228,"imageAlt":229,"institutionalLabel":230,"copyright":231},[193,197,201,204,207,211,214,217,219,223],{"id":194,"label":195,"href":196,"external":35,"openInNewWindow":35},"6GCwvduoNlDEeO6nq1laFq","For The Media","\u002Ffor-the-media",{"id":198,"label":199,"href":200,"external":28,"openInNewWindow":28},"2lqtlsCRCghroHk8jgcCi0","Publications","https:\u002F\u002Fstore.darden.virginia.edu\u002F",{"id":202,"label":203,"href":26,"external":35,"openInNewWindow":35},"4rcubVXgLnQBYxJ833G7DO","Press Releases",{"id":205,"label":206,"href":26,"external":35,"openInNewWindow":35},"6ColvvcR2M2zggiQQ0l965","In the Media",{"id":208,"label":209,"href":210,"external":28,"openInNewWindow":28},"61sOurYMjR8U4mU5omcUjP","Apply to Darden","https:\u002F\u002Fapply.darden.virginia.edu\u002Fapply\u002F",{"id":212,"label":213,"href":149,"external":28,"openInNewWindow":28},"563xnF7I5F2UYWYwJc5eXE","Support Darden",{"id":215,"label":216,"href":153,"external":35,"openInNewWindow":35},"2BySyFumqkDGPDVmTtMYai","Contact Us",{"id":218,"label":152,"href":153,"external":35,"openInNewWindow":35},"4QSVOSvmRnltRwfr5rLoSS",{"id":220,"label":221,"href":222,"external":28,"openInNewWindow":28},"75C0Q1ojWWmESgYLsm9bQk","Privacy Policy","https:\u002F\u002Fwww.darden.virginia.edu\u002Fprivacy-policy-copyright",{"id":224,"label":225,"href":226,"external":35,"openInNewWindow":35},"35rcom3AAkYzApoNSavl1g","Search Darden","\u002Fsearch","Get Darden news, research, and thought leadership in your inbox.","\u002Fimages\u002Fdarden-report-footer.png","Autumn foliage over a brick courtyard at the UVA Darden School of Business.","UVA Darden School of Business","Copyright ©2026 The Rector and Visitors Of The University Of Virginia. All Rights Reserved.",{"enabled":28,"complete":28,"capacity":233,"label":44,"stale":35,"items":234},4,[235,241,245,249],{"contentId":236,"contentType":237,"label":238,"href":239,"source":240},"3cfnF0kekl1bxtXRgMRn1F","article","Inside the Thinking Behind…","\u002Farticles\u002Finside-the-thinking-behind-uva-dardens-new-student-housing","algolia",{"contentId":242,"contentType":237,"label":243,"href":244,"source":240},"61xGycZknWivEK2Vffla2V","How AI Is Transforming…","\u002Farticles\u002Fhow-ai-is-transforming-healthcare",{"contentId":246,"contentType":237,"label":247,"href":248,"source":240},"legacy-article-11266","IHG CEO on Leadership Lessons","\u002Farticles\u002Fthe-most-important-leadership-skill-ihg-ceo-elie-maalouf-learned-at-darden-might-surprise-you",{"contentId":250,"contentType":237,"label":251,"href":252,"source":240},"2GBmzAadCKzwTWJggqmArB","Christopher Fuller Named CMCO","\u002Farticles\u002Fchristopher-fuller-named-chief-marketing-and-communications-officer-at-uva-darden",{"path":254,"template":255,"content":256,"context":471},"\u002Farticles\u002Funder-the-influence","articlePage",{"id":257,"title":258,"slug":259,"path":254,"modifiedAt":260,"summary":261,"publishedDate":266,"topics":269,"authors":272,"insightsFrom":273,"topper":299,"bodyBlocks":313,"outro":416,"seo":464},"4K2FV1x39xr4kYOxlRTtA7","Under the Influence: Influencer Marketing","under-the-influence","2026-09-30T13:58:50.769Z",{"plainText":262,"inlines":263},"Influencer marketing is a key way to engage potential customers, build loyalty and drive a message to a larger market in an organic way. Darden marketing experts provide insights for aspiring influencers and marketers eager to analyze their effect.",[264],{"type":265,"value":262},"text",{"display":267,"dateTime":268},"05 August 2019","2019-08-05",[270],{"id":271,"label":104,"href":105},"marketing-sales",[],[274,287],{"id":275,"name":276,"title":277,"href":278,"profileType":279,"image":280,"bio":286},"5xuoqRhujlB7w0pPcqVYuG","Rajkumar Venkatesan","Ronald Trzcinski Professor of Business Administration","\u002Fexpert\u002Fdirectory\u002Fraj-venkatesan","faculty",{"src":281,"alt":282,"aspectRatio":180,"width":181,"height":181,"bynderDat":283},"https:\u002F\u002Fimages.darden.virginia.edu\u002Ftransform\u002Fsquare-medium\u002F430664d0-3e3b-4f43-a4fc-21cdd764ac8d\u002FRaj-Venkatesan-Preferred","Raj Venkatesan Preferred",{"baseUrl":18,"assetId":284,"name":285,"preset":185},"430664d0-3e3b-4f43-a4fc-21cdd764ac8d","Raj-Venkatesan-Preferred","Venkatesan is an expert in customer relationship management, AI and marketing, marketing metrics and analytics, and mobile marketing. His research focuses on developing customer-centric marketing strategies that provide measurable results.",{"id":288,"name":289,"title":290,"href":291,"profileType":279,"image":292,"bio":298},"2FakpqZDBdfBg8v8WwMWgJ","Kimberly A. Whitler","Frank M. Sands Sr. Professor of Business Administration","\u002Fexpert\u002Fdirectory\u002Fkimberly-a-whitler",{"src":293,"alt":294,"aspectRatio":180,"width":181,"height":181,"bynderDat":295},"https:\u002F\u002Fimages.darden.virginia.edu\u002Ftransform\u002Fsquare-medium\u002F7988570e-dfd1-438d-871e-ec05a80bc54c\u002FKimberly-Whitler-Preferred","Kimberly Whitler Preferred",{"baseUrl":18,"assetId":296,"name":297,"preset":185},"7988570e-dfd1-438d-871e-ec05a80bc54c","Kimberly-Whitler-Preferred","A former chief marketing officer in the CPG and retail industries, Whitler blends practitioner experience with her academic research to help boards, CEOs and CMOs leverage marketing to build organizational and individual advantage.",{"id":300,"variant":301,"title":258,"subheadline":33,"topic":302,"image":303},"4K2FV1x39xr4kYOxlRTtA7-topper","wide",{"id":271,"label":104,"href":105},{"src":304,"alt":305,"aspectRatio":306,"width":307,"height":308,"bynderDat":309},"https:\u002F\u002Fimages.darden.virginia.edu\u002Ftransform\u002Fwidescreen-large\u002F2e0f88fa-e124-4644-9db3-d47e6b5a9357\u002FUnder-the-Influence-Influencer-Marketing","Graphic of Instagram Darden branded logo.","16 \u002F 9",2560,1440,{"baseUrl":18,"assetId":310,"name":311,"preset":312},"2e0f88fa-e124-4644-9db3-d47e6b5a9357","Under-the-Influence-Influencer-Marketing","widescreen-large",[314],{"id":315,"contentType":316,"region":317,"render":318},"4K2FV1x39xr4kYOxlRTtA7-body-0","richText","body",{"component":319,"props":320},"RichTextBlock",{"content":321},{"blocks":322},[323,337,342,350,362,368,380,386,391],{"type":324,"content":325},"paragraph",[326,329,334],{"type":265,"value":327,"marks":328},"Instagram recently announced a new way companies can reach potential customers: ",[],{"type":330,"value":331,"href":332,"external":28,"marks":333},"link","branded content ads","https:\u002F\u002Fbusiness.instagram.com\u002Fblog\u002Fbranded-content-ads-on-instagram",[],{"type":265,"value":335,"marks":336},". The advertising technique will amplify the already profound effect of influencer marketing, in which content creators advocate for brands on their social media channels. In the case of branded content ads, a company will send sample products to an Instagram user with a large following, who then features the product in a post. The extra layer comes when the company then repurposes the post as an advertisement. It’s the latest development in the brave new world of social media marketing. ",[],{"type":324,"content":338},[339],{"type":265,"value":340,"marks":341},"Not that it’s new for a company to borrow goodwill by associating with a personality; after all, celebrities have been loaning their coolness capital to brands for decades. But the age of social media has opened up the territory of endorsements to “real people” with engaged followers. So how does a “real person” make strangers care what kind of shoes she’s wearing? ",[],{"type":343,"id":344,"level":345,"content":346},"heading","be-cool",2,[347],{"type":265,"value":348,"marks":349},"Be Cool",[],{"type":324,"content":351},[352,355,359],{"type":265,"value":353,"marks":354},"The pursuit of “cool” is a powerful force in forming trends, exciting customers and ultimately steering purchase behaviors. But achieving it is easier said than done. It takes the projection of authenticity, unique identity and effortlessness — it is not cool to look like you’re trying to be cool. Associating with what is established as cool can help; after all, that’s why companies want to be associated with influencers in the first place. Something that looks so simple can be complicated to develop, but in “",[],{"type":330,"value":356,"href":357,"external":28,"marks":358},"How to Be Cool","https:\u002F\u002Fideas.darden.virginia.edu\u002Fhow-to-be-cool",[],{"type":265,"value":360,"marks":361},",” Professor Lalin Anik lays out a “general theory of coolness” for individuals and organizations.",[],{"type":343,"id":363,"level":345,"content":364},"how-to-get-in-the-game",[365],{"type":265,"value":366,"marks":367},"How to Get in the Game",[],{"type":324,"content":369},[370,373,377],{"type":265,"value":371,"marks":372},"Making people and companies want to associate with you is one thing, but there’s an even more basic element to becoming a social media influencer: getting on social media. As effortlessly appealing as you may want to look, communicating your personal brand to the world takes discipline and strategy. With “",[],{"type":330,"value":374,"href":375,"external":28,"marks":376},"All a Twitter: Tips for Developing Your Social Media Brand","https:\u002F\u002Fideas.darden.virginia.edu\u002Fall-a-twitter-tips-for-developing-your-social-media-brand",[],{"type":265,"value":378,"marks":379},",” Professor Kim Whitler shares the steps she took to develop her own brand (and nearly 20,000 followers) using one of the most popular social media platforms for business professionals. ",[],{"type":343,"id":381,"level":345,"content":382},"what-does-it-really-mean-to-be-an-influencer",[383],{"type":265,"value":384,"marks":385},"What Does It Really Mean to Be an Influencer?",[],{"type":324,"content":387},[388],{"type":265,"value":389,"marks":390},"Influencer marketing is a savvy way to engage consumers in a way that feels authentic — even when it’s not necessarily out of the goodness of their hearts or lifelong devotion to a brand. After all, there’s an important distinction within the world of tastemakers: Some get paid to promote products, some do not. ",[],{"type":324,"content":392},[393,396,400,403,406,409,413],{"type":265,"value":394,"marks":395},"Both types of engagement have value, but in measuring success, marketers need to analyze them separately. So while we use the term “influencer” colloquially, it’s Customer ",[],{"type":265,"value":397,"marks":398},"Referral",[399],"italic",{"type":265,"value":401,"marks":402}," Value we’re looking at when customers promote products with a direct monetary incentive, as is the case with Instagram’s branded content ads. Customer ",[],{"type":265,"value":404,"marks":405},"Influence",[399],{"type":265,"value":407,"marks":408}," Value is the impact of those influencers who do not receive financial rewards for spreading the word with their social networks. In “",[],{"type":330,"value":410,"href":411,"external":28,"marks":412},"Customer Engagement: 4 Types and New Maps","https:\u002F\u002Fideas.darden.virginia.edu\u002Findex.php\u002Fcustomer-engagement-4-types-and-new-maps",[],{"type":265,"value":414,"marks":415},",” Professor Raj Venkatesan explains the two and explores other methods for engaging with consumers.",[],{"tags":417,"pressContact":422,"bios":452},{"topics":418,"storyType":420},[419],{"id":271,"label":104,"href":105},{"label":421,"href":126},"Article",{"id":423,"heading":424,"body":425,"image":435,"action":443,"contactLabel":445,"contactId":446,"contactName":447,"contactTitle":448,"contactEmail":449},"1JXqEbL3azVV5umnM8ChNj","About UVA Darden School of Business",{"blocks":426},[427,431],{"type":324,"content":428},[429],{"type":265,"value":430},"The University of Virginia Darden School of Business prepares responsible global leaders through unparalleled transformational learning experiences.",{"type":324,"content":432},[433],{"type":265,"value":434},"Darden's graduate degree programs and Executive Education & Lifelong Learning programs offered by the Darden School Foundation set the stage for a lifetime of career advancement and impact.",{"src":436,"alt":437,"aspectRatio":438,"width":439,"height":440,"bynderDat":441},"https:\u002F\u002Fimages.darden.virginia.edu\u002Ftransform\u002Fc88de114-fc91-4aa8-b801-2e987f7a4a22\u002FDarden_Spring_Environmental_Spring_25_Saunders_Hall_20","Darden_Spring_Environmental_Spring_25_Saunders_Hall_20","8354 \u002F 5569",8354,5569,{"baseUrl":18,"assetId":442,"name":437},"c88de114-fc91-4aa8-b801-2e987f7a4a22",{"label":444,"href":26,"external":35,"openInNewWindow":35},"Learn More","Press Contact","2KGmVfjHQigGuWjTI4aCKw","Lauren Foster","Senor Director of Communications",{"label":450,"href":451},"fosterl@darden.virginia.edu","mailto:fosterl@darden.virginia.edu",[453,459],{"id":275,"name":276,"title":277,"body":286,"image":454,"action":456},{"src":281,"alt":282,"aspectRatio":180,"width":181,"height":181,"bynderDat":455},{"baseUrl":18,"assetId":284,"name":285,"preset":185},{"label":457,"href":278,"accessibleLabel":458},"Read more","Read more about Rajkumar Venkatesan",{"id":288,"name":289,"title":290,"body":298,"image":460,"action":462},{"src":293,"alt":294,"aspectRatio":180,"width":181,"height":181,"bynderDat":461},{"baseUrl":18,"assetId":296,"name":297,"preset":185},{"label":457,"href":291,"accessibleLabel":463},"Read more about Kimberly A. Whitler",{"title":258,"description":262,"image":465},{"src":466,"alt":305,"aspectRatio":467,"width":468,"height":469,"bynderDat":470},"https:\u002F\u002Fimages.darden.virginia.edu\u002Ftransform\u002Fwidescreen-large\u002F2e0f88fa-e124-4644-9db3-d47e6b5a9357\u002FUnder-the-Influence-Influencer-Marketing?io=transform%3Afill%2Cwidth%3A1200%2Cheight%3A630&quality=75","1200 \u002F 630",1200,630,{"baseUrl":18,"assetId":310,"name":311,"preset":312},{"canonicalPath":254,"identity":472},{"id":257,"contentType":237,"title":258,"path":254,"publishedAt":268,"modifiedAt":260,"topics":473,"authors":475,"eligibility":476},[474],{"id":271,"label":104},[],{"searchEngines":28,"followLinks":28,"internalSearch":28}]