Satornino, Cinthia Beccacece; Andrews, Demetra; Perren, … - In: Journal of Consumer Marketing 37 (2019) 2, pp. 160-169
increases perceived expert power of participants, which increases word-of-mouth behavior in a subsequent period, both directly …-based view of influentials. Grounded in dynamic self-concept theory, this research establishes that individuals possess an … “influential” self-concept that can be activated by firm-originated communications. Specifically, the authors examine the impact of …