Viewer responses to product messages using one-person media influencers
Kyoo-Hoon Han, Eunmi Lee
Year of publication: |
2021
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Authors: | Han, Kyoo-Hoon ; Lee, Eunmi |
Published in: |
International journal of internet marketing and advertising : IJIMA. - Geneva : Inderscience Enterprises Limited, ISSN 1741-8100, ZDB-ID 2145038-9. - Vol. 15.2021, 1, p. 104-122
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Subject: | one-person media | social media | influencer marketing | product endorsement | mobile video | perceived expertise | perceived commerciality | MCN | Social Web | Social web | Kommunikationsmedien | Communication media | Konsumentenverhalten | Consumer behaviour | Mediennutzung | Media usage | Werbewirkung | Advertising effects |
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