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 |
| Published in: |
Journal of marketing management : JMM ; journal of the Academy of Marketing. - Abingdon [u.a.] : Routledge, Taylor & Francis Group, ISSN 1472-1376, ZDB-ID 2067949-X. - Vol. 36.2020, 11/12, p. 1009-1030
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| 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://www.econbiz.de/10012395420