"You really are a great big sister" : parasocial relationships, credibility, and the moderating role of audience comments in influencer marketing
Year of publication: |
2020
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Authors: | Reinikainen, Hanna ; Munnukka, Juha ; Maity, Devdeep ; Luoma-aho, Vilma |
Published in: |
Journal of marketing management : JMM ; journal of the Academy of Marketing. - Abingdon [u.a.] : Routledge, Taylor & Francis Group, ISSN 1472-1376, ZDB-ID 2067949-X. - Vol. 36.2020, 3/4, p. 279-298
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Subject: | brand trust | credibility | Influencer marketing | parasocial relationship | social media influencers | Social Web | Social web | Vertrauen | Confidence | Glaubwürdigkeit | Credibility | Konsumentenverhalten | Consumer behaviour | Online-Marketing | Internet marketing | Beziehungsmarketing | Relationship marketing |
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