Endorsement effectiveness of different social media influencers : the moderating effect of brand competence and warmth
Shengnan Ren, Sahar Karimi, Alberto Bravo Velázquez, Jianfeng Cai
| Year of publication: |
2023
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|---|---|
| Authors: | Ren, Shengnan ; Karimi, Sahar ; Bravo Velázquez, Alberto ; Cai, Jianfeng |
| Published in: |
Journal of business research : JBR. - New York, NY : Elsevier, ISSN 0148-2963, ZDB-ID 189773-1. - Vol. 156.2023, p. 1-11
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| Subject: | Brand endorsement | Brand stereotypes | Consumer engagement | Influencer marketing | Social media influencer | Social Web | Social web | Influencer | Konsumentenverhalten | Consumer behaviour | Markenimage | Brand image | Markenführung | Brand management | Werbewirkung | Advertising effects | Markenartikel | Brand | Online-Marketing | Internet marketing | Marketingmanagement | Marketing management | Celebrity-Werbung | Celebrity endorsement |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1016/j.jbusres.2022.113476 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10013534139