The Effect of Influencer Marketing on Consumers’ Brand Admiration and Online Purchase Intentions: An Emerging Market Perspective
| Autor: | Ramzan Sama, Jay P. Trivedi |
|---|---|
| Rok vydání: | 2019 |
| Předmět: |
Admiration
GeneralLiterature_INTRODUCTORYANDSURVEY 05 social sciences Perspective (graphical) Advertising 02 engineering and technology Influencer marketing Human-Computer Interaction 020204 information systems Management of Technology and Innovation 0502 economics and business 0202 electrical engineering electronic engineering information engineering 050211 marketing Business Hardware_CONTROLSTRUCTURESANDMICROPROGRAMMING Emerging markets |
| Zdroj: | Journal of Internet Commerce. 19:103-124 |
| ISSN: | 1533-287X 1533-2861 |
| DOI: | 10.1080/15332861.2019.1700741 |
| Popis: | This paper focuses on consumer electronics products and observes the comparative effect of celebrity vis-a-vis expert influencers on consumers' online purchase intentions. The mediating role played... |
| Databáze: | OpenAIRE |
| Externí odkaz: |
|