Sesar, Vesna; Hunjet, Anica; Martinčević, Ivana - In: Business systems research : a system view accross … 14 (2023) 2, pp. 158-172
endorsement on social media networks. Objectives: This paper explores the parallel mediating effect of brand awareness and … is significant when mediated by brand awareness and influencer credibility. Conclusions: The contribution of the research … adds to the new knowledge in the field of influencer marketing and gives practical implications for brand managers who want …