Influencer marketing : when and why Gen Z consumers avoid influencers and endorsed brands
Year of publication: |
2023
|
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Authors: | Pradhan, Debasis ; Kuanr, Abhisek ; Pahi, Sampa Anupurba ; Akram, Muhammad Shakaib |
Published in: |
Psychology & marketing. - New York, NY : Wiley Interscience, ISSN 1520-6793, ZDB-ID 2002068-5. - Vol. 40.2023, 1, p. 27-47
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Subject: | anti-consumption | brand avoidance | brand endorsement | influencer avoidance | influencer marketing | influencers | macro influencer | micro influencer | Markenführung | Brand management | Konsumentenverhalten | Consumer behaviour | Marketingmanagement | Marketing management | Markenimage | Brand image | Markenartikel | Brand | Influencer |
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