Influencer marketing : when and why Gen Z consumers avoid influencers and endorsed brands
Debasis Pradhan, Abhisek Kuanr, Sampa Anupurba Pahi, Muhammad S. Akram
| 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 | Influencer | Konsumentenverhalten | Consumer behaviour | Markenführung | Brand management | Werbewirkung | Advertising effects | Marketingmanagement | Marketing management | Marketing | Markenartikel | Brand | Celebrity-Werbung | Celebrity endorsement | Markenimage | Brand image | Online-Marketing | Internet marketing |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1002/mar.21749 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10013465206