Why are consumers following social media influencers on Instagram? : exploration of consumers' motives for following influencers and the role of materialism
Year of publication: |
2022
|
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Authors: | Lee, Jung Ah ; Sudarshan, Sabitha ; Sussman, Kristen L. ; Bright, Laura F. ; Eastin, Matthew S. |
Published in: |
International journal of advertising : the review of marketing communications. - Abingdon : Routledge, ISSN 1759-3948, ZDB-ID 2067926-9. - Vol. 41.2022, 1, p. 78-100
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Subject: | Consumer behavior | Instagram | Materialism | Social media influencers | Uses and gratifications | Social Web | Social web | Konsumentenverhalten | Consumer behaviour | Virales Marketing | Viral marketing |
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