Are many too much? : examining the effects of multiple influencer endorsements from a persuasion knowledge model perspective
Nils S. Borchers, Jens Hagelstein and Johannes Beckert
| Year of publication: |
2022
|
|---|---|
| Authors: | Borchers, Nils S. ; Hagelstein, Jens ; Beckert, Johannes |
| Published in: |
International journal of advertising : the review of marketing communications. - Abingdon : Routledge, ISSN 1759-3948, ZDB-ID 2067926-9. - Vol. 41.2022, 6, p. 974-996
|
| Subject: | celebrity endorsements | influencer marketing | multiple endorsements | parasocial relationship | persuasion knowledge | Social media influencers | Celebrity-Werbung | Celebrity endorsement | Werbewirkung | Advertising effects | Social Web | Social web | Influencer | Konsumentenverhalten | Consumer behaviour | Wissen | Knowledge |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1080/02650487.2022.2054163 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10013362121