Building brand trust via social media influencers : the role of vicarious product experience, perceived influencer credibility and congruence
Sudhir Bhatia, Nancy Jyani, Harbhajan Bansal
| Year of publication: |
2025
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| Authors: | Bhatia, Sudhir ; Jyani, Nancy ; Bansal, Harbhajan |
| Published in: |
International journal of electronic marketing and retailing : IJEMR. - Olney, Bucks. : Inderscience Enterprises Ltd., ISSN 1741-1033, ZDB-ID 2251608-6. - Vol. 16.2025, 3, p. 315-335
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| Subject: | brand trust | influencer credibility | influencer marketing | social media influencer | vicarious product experience | VPE | Social Web | Social web | Influencer | Vertrauen | Confidence | Konsumentenverhalten | Consumer behaviour | Markenimage | Brand image | Online-Marketing | Internet marketing | Markenführung | Brand management | Glaubwürdigkeit | Credibility |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1504/IJEMR.2025.146182 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10015413270