Celebrity, Social Media Influencers and Brand Performance : Exploring New Dynamics and Future Trends in Marketing
Year of publication: |
2024
|
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Other Persons: | Tabari, Saloomeh (ed.) ; Ding, Qing Shan (ed.) |
Publisher: |
2024.: Cham : Springer Nature Switzerland 2024.: Cham : Imprint: Palgrave Macmillan |
Subject: | influencer marketing | brand awareness | brand loyalty | Advertising strategy | social media marketing | celebrity endorsement | virtual influencer | Online-Marketing | Internet marketing | Social Web | Social web | Celebrity-Werbung | Celebrity endorsement | Influencer | Markenführung | Brand management | Marketing | Marketingmanagement | Marketing management | Werbewirkung | Advertising effects | Konsumentenverhalten | Consumer behaviour | Markenartikel | Brand | Beziehungsmarketing | Relationship marketing | Markentreue | Brand loyalty |
Extent: | 1 Online-Ressource (XIX, 216 p. 17 illus.) |
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Type of publication: | Book / Working Paper |
Type of publication (narrower categories): | Aufsatzsammlung |
Language: | English |
ISBN: | 978-3-031-63516-8 ; 978-3-031-63515-1 ; 978-3-031-63517-5 ; 978-3-031-63518-2 |
Other identifiers: | 10.1007/978-3-031-63516-8 [DOI] |
Source: | ECONIS - Online Catalogue of the ZBW |
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