Taking it a step further : when do followers adopt influencers' own brands?
Solon Magrizos, Grigorios Lamprinakos, Yanling Fang and Dimitrios Drossos
| Year of publication: |
2021
|
|---|---|
| Authors: | Magrizos, Solon ; Lamprinakos, Grigorios ; Fang, Yanling ; Drossos, Dimitrios |
| Published in: |
Review of marketing science. - Berlin : De Gruyter, ISSN 1546-5616, ZDB-ID 2130373-3. - Vol. 19.2021, 1, p. 53-74
|
| Subject: | influencer marketing | own brands | purchase intentions | social media | TPB | Markenführung | Brand management | Social Web | Social web | Konsumentenverhalten | Consumer behaviour | Online-Marketing | Internet marketing | Markenimage | Brand image |
Online Resource
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1515/roms-2021-0003 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10012656902