Influencer marketing and consumer behaviour : insights into the effectiveness of fashion influencers' sponsored content on Instagram
Year of publication: |
2024
|
---|---|
Authors: | Pegan, Giovanna ; Verginella, Chiara |
Published in: |
Digital Transformation for Fashion and Luxury Brands : Theory and Practice. - Cham : Springer International Publishing, ISBN 978-3-031-35589-9. - 2024, p. 155-184
|
Subject: | Communication | Fashion influencers | Social media | Source credibility | Sponsorship | Mode | Fashion | Social Web | Social web | Konsumentenverhalten | Consumer behaviour | Sponsoring | Online-Marketing | Internet marketing | Influencer | Virales Marketing | Viral marketing | Markenführung | Brand management |
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