Understanding influencer marketing : the role of congruence between influencers, products and consumers
Year of publication: |
2021
|
---|---|
Authors: | Belanche, Daniel ; Casaló, Luis V. ; Flavián, Marta ; Ibáñez-Sánchez, Sergio |
Published in: |
Journal of business research : JBR. - New York, NY : Elsevier, ISSN 0148-2963, ZDB-ID 189773-1. - Vol. 132.2021, p. 186-195
|
Subject: | Congruence | Consumer intentions | Influencer | Innovation | Instagram | Knowledge transfer | Konsumentenverhalten | Consumer behaviour | Wissenstransfer | Markenimage | Brand image | Produktentwicklung | New product development |
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