Challenges of digital advertising from the study of the influencers' phenomenon in social networks
Year of publication: |
2023
|
---|---|
Authors: | Borau-Boira, Elena ; Pérez-Escoda, Ana ; Ruiz-Poveda Vera, Cristina |
Published in: |
Corporate communications : an international journal. - Bradford : Emerald, ISSN 1758-6046, ZDB-ID 2029376-8. - Vol. 28.2023, 2, p. 325-339
|
Subject: | Communication | Digital advertising | Engagement | Gen X | Gen Z | Influencer | Parasocial relationship | Social media | Social Web | Social web | Online-Marketing | Internet marketing | Soziales Netzwerk | Social network | Werbung | Advertising | Werbewirkung | Advertising effects | Konsumentenverhalten | Consumer behaviour | Virales Marketing | Viral marketing | Mobile Marketing | Mobile marketing |
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