Persuasive cues and reciprocal behaviors in influencer-follower relationships : the mediating role of influencer defense
Year of publication: |
2023
|
---|---|
Authors: | Wong, Amy ; Wei, Joicey |
Published in: |
Journal of retailing and consumer services. - Amsterdam [u.a.] : Elsevier, ISSN 0969-6989, ZDB-ID 1204385-0. - Vol. 75.2023, p. 1-13
|
Subject: | Attractiveness | Attitude homophily | Actual self-congruity | Parasocial interactivity | Influencer defense | Purchase intention |
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