Media and Transfer Journal Appearences
Influencer follower count and engagement:
- Leuvense Economische Standpunten (in Dutch), "Van nano naar mega: Wat is de 'sweet spot' voor aantal volgers in influencer marketing?" October 3, 2023
- Absatzwirtschaft (in German), "Zwischen 1.124.221 und 1.877.936 Follower*innen sollten es sein," February 17, 2023.
- Business AM (radio interview), January 10, 2023.
- Emerce (in Dutch), "'Big' is niet altijd 'better' in de zoektocht naar influencers met impact', January 10, 2023.
- Het Laatste Nieuws (in Dutch), "Reclamecampagnes met allergrootste influencers niet noodzakelijk succesvoller, bewijst KU Leuvenonderzoek", January 9, 2023.
- Trends (in French), "Les influencers à un million d'abonnès ont le plus d'impact pour le marketing d'influence", January 9, 2023.
- MM (in Dutch), "Influencer marketing: aantal volgers, autonomie en merkbekendheid bepalend voor impact,", January 5, 2023.
- UpNext Podcast with Gabriella Mirabelli, "Finding Goldilocks influencers: How follower count drives engagement", December 29, 2022 (also available on Apple Podcasts).
- Horizont (in German), "Mega? Nano? Der Sweetspot im Influencer Marketing liegt dazwischen," November 30, 2022.
Influencer marketing disclosure:
- UpNext Podcast with Gabriella Mirabelli, "Influencers & the Impact of Ad Disclosures", November 3, 2022 (also available on Apple Podcasts).
- Video as part of the FEB Talk series at the Faculty of Economics and Business at KU Leuven, March 28, 2022.
Other influencer topics
- UpNext Podcast with Gabriella Mirabelli, "Creatrepreneurs", January 9, 2025 (also available on Apple Podcasts), about the relationship between creatorship and entrepreneurship.
- Veto (in Dutch), "Hoe influencers zich omtoveren tot ondernemers: 'Maar de meerderheid faalt'." November 29, 2024, about the relationship between creatorship and entrepreneurship.
- De Standaard (in Dutch), "Maakt de ‘clean girl aesthetic’ je ‘demure’? Nieuwe woorden bedenken, de snelste manier om viraal te gaan", August 27, 2024, about trend on TikTok to create new words for some well-known phenomena.
- Reachbird Influencer Marketing Trendreport 2024 (in German), "Endorsement-Portfolios richtig managen," January, about how to manage the brand and domain variety within influencer brand portfolios.
- Het Laatste Nieuws (in Dutch), "Bepalen influencer waar we op restaurant gaan?", November 3, 2023 about the impact of influencers on restaurant choice.
- Het Laatste Nieuws (in Dutch), "Of ik spijt heb? Ik heb niks ergs gedaan, toch?, October 17, 2023 about a Belgian TikTok influencer trying to gain attention by performing potentially criminal actions.
Financial impact of market share:
- Harvard Business Manager (in German), "Mehr Marktanteil ist nicht immer besser", April 19, 2024.
- Marketingartikel (in German), "Digitale Weitsicht statt Marktanteilsfixierung", November 23, 2023.
- Video in cooperation with LatestThinking about the Financial Impact of Market Share, January 23, 2020.
- Entrepreneur Asia Pacific, "Three Ways to Make Your Business More Successful," October 20, 2018.
- NZZ am Sonntag (in German), "Der Marktanteil als unterschätzte Stellschraube", October 7, 2018.
- Horizont (in German), "Die wahren Gewinntreiber", October 4, 2018.
- WirtschaftsWoche (in German), "Ende des Wahns," September 9, 2018.
- Impulse (in German), "2 Dinge, die für Ihren Unternehmenserfolg wichtiger sind als Ihr Marktanteil", September 5, 2018.
- Markenartikel (in German), "Kundenbeziehungen und Marke bringen mehr als Marktanteil", August 27, 2018.
Marketing and firm value:
- Forbes, "The Intangible, Interdisciplinary, and Invisible Nature of Revenue Growth", May 14, 2024. Growth
- Forbes, "Marketers Need To Measure Twice and Cut Once," April 25, 2018.
War in Ukraine:
- De Standaard (in Dutch), " Zelenski zoekt 400 miljard, maar wie durft te investeren in oorlogsgebied?", September 23, 2022.
Movie "Barbie"
- Nieuwsblad (in Dutch), "Multinational Mattel maakt zichzelf belachelijk in 'Barbie'-film: een meesterlijke marketingtruc?", July 26, 2023.
Mass layoffs and brand equity
- UpNext Podcast with Gabriella Mirabelli, "Layoff announcements & Brand Strength", February 1, 2024 (also available on Apple Podcasts).
- Harvard Business Manager (in German), "Massenentlassungen schwächen die Marke," December 21, 2023.
- Markenartikel (in German), "Mehr CSR, weniger Werbung," October 2023.
