Martensen, Anne; Brockenhuus-Schack, Sofia; Zahid, … - In: Journal of Fashion Marketing and Management: An … 22 (2018) 3, pp. 335-353
Purpose: The purpose of this paper is to investigate how today’s new type of opinion leaders, “Citizen Influencers” (CIs), persuade their followers by exploring which characteristics contribute to their persuasiveness. Design/methodology/approach: Combining theories within opinion...