Are many too much? : examining the effects of multiple influencer endorsements from a persuasion knowledge model perspective
Year of publication: |
2022
|
---|---|
Authors: | Borchers, Nils S. ; Hagelstein, Jens ; Beckert, Johannes |
Published in: |
International journal of advertising : the review of marketing communications. - Abingdon : Routledge, ISSN 1759-3948, ZDB-ID 2067926-9. - Vol. 41.2022, 6, p. 974-996
|
Subject: | celebrity endorsements | influencer marketing | multiple endorsements | parasocial relationship | persuasion knowledge | Social media influencers | Werbewirkung | Advertising effects | Social Web | Social web | Celebrity-Werbung | Celebrity endorsement | Konsumentenverhalten | Consumer behaviour | Wissen | Knowledge |
-
Schouten, Alexander P., (2020)
-
Celebrity endorsements for luxury brands : followers vs. non-followers on social media
Song, Sanga, (2020)
-
Tian, Shiyun, (2022)
- More ...
-
The importance of communicating change
Schulz-Knappe, Charlotte, (2019)
-
Beckert, Johannes, (2021)
-
Beckert, Johannes, (2023)
- More ...