Corrêa, Stela Cristina Hott; Soares, João Luiz; … - In: Journal of Research in Interactive Marketing 14 (2020) 2, pp. 173-194
Purpose: This study aims to investigate the relationship between the follower’s engagement with YouTubers and his/her intention of using a brand they advertise or use. Self-connection, brand love and trust are mediating variables concerning the YouTuber–follower relationship and involvement...