Mainolfi, Giada; Vergura, Donata Tania - In: Journal of Fashion Marketing and Management: An … 26 (2021) 3, pp. 473-494
Purpose: The study aims to contribute to the knowledge on the role of the fashion bloggers in the product adoption process in both advanced and emerging markets. Specifically, the study investigates the impact of credibility, engagement and homophily on intentions to buy fashion products...