The impact of celebrity-following activities on endorsement effectiveness on microblogging platforms : a parasocial interaction perspective
Year of publication: |
2017
|
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Authors: | Ding, Yue ; Qiu, Lingyun |
Published in: |
Nankai business review international. - Bingley : Emerald, ISSN 2040-8749, ZDB-ID 2549224-X. - Vol. 8.2017, 2, p. 158-173
|
Subject: | Social media | Source credibility | Celebrity endorsement | Microblogging | Parasocial interaction | Social Web | Social web | Celebrity-Werbung | Werbewirkung | Advertising effects | Web 2.0-Technologien | Web 2.0 technologies | Online-Marketing | Internet marketing | Glaubwürdigkeit | Credibility |
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