Experimenting, partnering and bonding : a framework for the digital influencer-brand endorsement relationship
Thaysa Costa Do Nascimento, Roberta Dias Campos and Maribel Suarez
| Year of publication: |
2020
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|---|---|
| Authors: | Nascimento, Thaysa Costa do ; Campos, Roberta Dias ; Suarez, Maribel |
| Subject: | brand | celebrity | digital influencer | Endorsement | netnography | Celebrity-Werbung | Celebrity endorsement | Digitalisierung | Digitization | Markenführung | Brand management | Werbewirkung | Advertising effects | Social Web | Social web | Online-Marketing | Internet marketing | Konsumentenverhalten | Consumer behaviour | Influencer |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1080/0267257X.2020.1791933 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://ebvufind01.dmz1.zbw.eu/10012395420