Strategies for successful personal branding of celebrities on social media platforms : involvement or information sharing?
Fang-Yi Lo, Jing-Xiang Peng
| Year of publication: |
2022
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|---|---|
| Authors: | Lo, Fang Yi ; Peng, Jing-Xiang |
| Published in: |
Psychology & marketing. - New York, NY : Wiley Interscience, ISSN 1520-6793, ZDB-ID 2002068-5. - Vol. 39.2022, 2, p. 320-330
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| Subject: | information sharing | Internet celebrity | involvement | personal brand | social media | Social Web | Social web | Markenführung | Brand management | Informationsverbreitung | Information dissemination | Celebrity-Werbung | Celebrity endorsement | Online-Marketing | Internet marketing | Konsumentenverhalten | Consumer behaviour | Internet | Markenimage | Brand image | Wissenstransfer | Knowledge transfer |
Online Resource
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1002/mar.21597 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10012796104