Authenticity in TikTok : how content creator popularity and brand size influence consumer engagement with sponsored user-generated content
Darlene Walsh, Argiro Kliamenakis, Michel Laroche, Sarah Jabado
| Year of publication: |
2024
|
|---|---|
| Authors: | Walsh, Darlene ; Kliamenakis, Argiro ; Laroche, Michel ; Jabado, Sarah |
| Subject: | brand size | content creators | follower count | perceived authenticity | sponsorship | TikTok | user-generated content | Social Web | Social web | Konsumentenverhalten | Consumer behaviour | Sponsoring | Sponsorship | Online-Marketing | Internet marketing | Markenführung | Brand management | Markenimage | Brand image | Kundenintegration | Customer integration | Glaubwürdigkeit | Credibility | Markenartikel | Brand |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1002/mar.22075 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10015133875