Behind influencer marketing : key marketing decisions and their effects on followers' responses
Year of publication: |
2020
|
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Authors: | Martínez-López, Francisco J. ; Anaya-Sánchez, Rafael ; Fernández Giordano, Marisel ; Lopez-Lopez, David |
Published in: |
Journal of marketing management : JMM ; journal of the Academy of Marketing. - Abingdon [u.a.] : Routledge, Taylor & Francis Group, ISSN 1472-1376, ZDB-ID 2067949-X. - Vol. 36.2020, 7/8, p. 579-607
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Subject: | brand control | celebrity congruence | celebrity level | commercial orientation | Influencer marketing | post | Celebrity-Werbung | Celebrity endorsement | Marketingmanagement | Marketing management | Markenführung | Brand management |
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