Real versus virtual celebrity endorsement : presentation of online product information and consumer attitudes toward digital products
Baoku Li and Yafeng Nan
| Year of publication: |
2024
|
|---|---|
| Authors: | Baoku, Li ; Nan, Yafeng |
| Subject: | Celebrity endorsement | Consumer attitudes | Digital products | Online product information | Self-brand connection | Celebrity-Werbung | Konsumentenverhalten | Consumer behaviour | Werbewirkung | Advertising effects | Produktinformation | Product information | Digitale Güter | Digital goods | Online-Marketing | Internet marketing | Online-Handel | Online retailing | Social Web | Social web | Electronic Commerce | E-commerce | Markenimage | Brand image |
Online Resource
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1108/MIP-06-2023-0288 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10015056861