Impact of beauty vlogger's credibility and popularity on ewom sharing intention : the mediating role of parasocial interaction
Parul Manchanda, Nupur Arora, and Vaishali Sethi
| Year of publication: |
2022
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| Authors: | Manchanda, Parul ; Arora, Nupur ; Sethi, Vaishali |
| Published in: |
Journal of promotion management : innovations in planning and applied research. - [Erscheinungsort nicht ermittelbar] : Routledge, ISSN 1540-7594, ZDB-ID 2112907-1. - Vol. 28.2022, 3, p. 379-412
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| Subject: | eWOM | parasocial interaction | vlogger | vlogger credibility | Vlogger popularity | Virales Marketing | Viral marketing | Glaubwürdigkeit | Credibility | Soziale Beziehungen | Social relations | Konsumentenverhalten | Consumer behaviour | Social Web | Social web |
Online Resource
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1080/10496491.2021.1989542 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10012821548