Real versus virtual celebrity endorsement : presentation of online product information and consumer attitudes toward digital products
Year of publication: |
2024
|
---|---|
Authors: | Baoku, Li ; Nan, Yafeng |
Published in: |
Marketing intelligence & planning. - Bingley : Emerald, ISSN 1758-8049, ZDB-ID 2023533-1. - Vol. 42.2024, 2, p. 304-328
|
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 |
-
Tseng, Timmy H., (2023)
-
Wu, Linwan, (2021)
-
Fundraising in an interactive online environment
Panic, Katarina, (2016)
- More ...
-
Baoku, Li, (2022)
-
Baoku, Li, (2023)
-
Baoku, Li, (2023)
- More ...