Digital influencer's choice of product endorsement : a perspective of congruence
Year of publication: |
2023
|
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Authors: | Feng, Nan ; Zhao, Wenfan ; Feng, Haiyang ; Li, Minqiang ; Xian, Liang |
Published in: |
Journal of management science and engineering. - Amsterdam : Elsevier, ISSN 2589-5532, ZDB-ID 2972364-4. - Vol. 8.2023, 3, p. 305-324
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Subject: | Endorsement choice | Influencer marketing | Product congruence | Social media | Social Web | Social web | Konsumentenverhalten | Consumer behaviour | Online-Marketing | Internet marketing | Markenimage | Brand image | Celebrity-Werbung | Celebrity endorsement | Werbewirkung | Advertising effects |
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