Narrow search
Showing 1 - 3 of 3
Cover Image
David and Goliath : when and why micro-influencers are more persuasive than mega-influencers
Park, Jiwoon; Lee, Ji Min; Xiong, Vikki Yiqi; … - In: Journal of advertising 50 (2021) 5, pp. 584-602
Persistent link: https://www.econbiz.de/10012802331
Cover Image
David and Goliath : When and Why Micro-Influencers are More Persuasive than Mega-Influencers
Park, Jiwoon; Lee, Ji Min; Xiong, Vikki Yiqi; … - 2021
Social media influencer (SMI) advertising is on the rise; however, extant theory regarding the determinants of SMI advertising effectiveness is undeveloped. The present research establishes when and how the type of SMI based on the number of followers influences SMI advertising effectiveness....
Persistent link: https://www.econbiz.de/10013312009
Cover Image
How micro- (vs. mega-) influencers generate word of mouth in the digital economy age : the moderating role of mindset
Li, Wenting; Zhao, Fang; Lee, Ji Min; Park, Jiwoon; … - In: Journal of business research : JBR 171 (2024), pp. 1-15
Persistent link: https://www.econbiz.de/10014536007