López, Manuela; Sicilia, Maria; Verlegh, Peeter W.J. - In: Journal of Research in Interactive Marketing 16 (2021) 1, pp. 154-171
Purpose: Opinion leaders are increasingly important as a source of information, with consumers judging them to be more credible than other media and more influential than other consumers. Thus, companies have an interest in engaging opinion leaders to post about products and brands, and the...