Sesar, Vesna; Martinčević, Ivana; Boguszewicz-Kreft, … - In: Journal of risk and financial management : JRFM 15 (2022) 7, pp. 1-21
using micro-influencers, compared to the former trend of using celebrities in creating brand awareness with the purpose to … moderator variable underlying this relationship. Further, this paper investigates whether brand awareness mediates the … relationship is mediated through brand awareness. Research results indicate the importance of advertising disclosure and influencer …