Endorsement effectiveness of different social media influencers : the moderating effect of brand competence and warmth
Year of publication: |
2023
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Authors: | Ren, Shengnan ; Karimi, Sahar ; Bravo Velázquez, Alberto ; Cai, Jianfeng |
Published in: |
Journal of business research : JBR. - New York, NY : Elsevier, ISSN 0148-2963, ZDB-ID 189773-1. - Vol. 156.2023, p. 1-11
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Subject: | Brand endorsement | Brand stereotypes | Consumer engagement | Influencer marketing | Social media influencer | Social Web | Social web | Konsumentenverhalten | Consumer behaviour | Markenführung | Brand management | Markenimage | Brand image | Markenartikel | Brand | Werbewirkung | Advertising effects | Online-Marketing | Internet marketing |
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