Instagram influencers : the role of opinion leadership in consumers' purchase behavior
Year of publication: |
2022
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Authors: | Fakhreddin, Farbod ; Foroudi, Pantea |
Published in: |
Journal of promotion management : innovations in planning and applied research. - [Erscheinungsort nicht ermittelbar] : Routledge, ISSN 1540-7594, ZDB-ID 2112907-1. - Vol. 28.2022, 6, p. 795-825
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Subject: | cosmetic industry | Instagram | Opinion leadership | purchase behavior | purchase intention | Konsumentenverhalten | Consumer behaviour | Social Web | Social web | Kaufentscheidung | Purchase decision | Virales Marketing | Viral marketing |
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