Product placement 2.0 : "do brands need influencers, or do influencers need brands?"
S. Venus Jin, Aziz Muqaddam
| Year of publication: |
2019
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|---|---|
| Authors: | Jin, S. Venus ; Muqaddam, Aziz |
| Published in: |
The journal of brand management : an international journal. - Basingstoke : Palgrave Macmillan, ISSN 1350-231X, ZDB-ID 2098132-6. - Vol. 26.2019, 5, p. 522-537
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| Subject: | Social media influencers | Product/brand placement | Corporate credibility | Brand management on Instagram | Celebrity endorsement | Influencer marketing | Markenführung | Brand management | Product Placement | Product placement | Influencer | Social Web | Social web | Celebrity-Werbung | Werbewirkung | Advertising effects | Marketingmanagement | Marketing management | Online-Marketing | Internet marketing | Marketing | Konsumentenverhalten | Consumer behaviour |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1057/s41262-019-00151-z [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10012060158