
UF Faculty co-author influencer marketing case for Ivey Publishing
Valeria Marcia, a lecturer in marketing, and Michael Carrillo, a clinical assistant professor at the University of Florida’s Warrington College of Business, have co-authored a new case study published by Ivey Publishing: “Chiara Ferragni: An Influencer in Crisis.” This timely and thought-provoking case explores the unraveling of Italian digital icon Chiara Ferragni’s reputation following the “Pandoro Pink Christmas” campaign. This charity initiative backfired and prompted widespread backlash. With 29.5 million