Why are consumers following social media influencers on Instagram? Exploration of consumers’ motives for following influencers and the role of materialism
| Autor: | Kristen Sussman, Matthew S. Eastin, Laura F. Bright, Sabitha Sudarshan, Jung Ah Lee |
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| Rok vydání: | 2021 |
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| Zdroj: | International Journal of Advertising. 41:78-100 |
| ISSN: | 1759-3948 0265-0487 |
| Popis: | Despite the ubiquity of social media influencers (SMIs) and the clear value they hold for marketers, little is understood about the sociopsychological motives that drive consumers to follow them. T... |
| Databáze: | OpenAIRE |
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