Endorsement effectiveness of celebrities versus social media influencers in the materialistic cultural environment of India
Year of publication: |
2021
|
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Authors: | Agnihotri, Arpita ; Bhattacharya, Saurabh |
Published in: |
Journal of international consumer marketing. - Philadelphia, PA : Routledge, Taylor & Francis Group, ISSN 1528-7068, ZDB-ID 2069279-1. - Vol. 33.2021, 3, p. 280-302
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Subject: | Celebrity endorsement | India | materialistic values | parasocial relationship | social media influencer | Indien | Celebrity-Werbung | Social Web | Social web | Werbewirkung | Advertising effects |
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