Measuring the comparative efficacy of an attractive celebrity influencer vis-à-vis an expert influencer : a fashion industry perspective
Jay P. Trivedi
Year of publication: |
2018
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Authors: | Trivedi, Jay P. |
Published in: |
International journal of electronic customer relationship management : IJECRM. - Genève : Inderscience Publ., ISSN 1750-0664, ZDB-ID 2422795-X. - Vol. 11.2017/2018, 3, p. 256-271
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Subject: | influencer marketing | celebrity influencers | expert influencers | message process involvement | MPI | purchase intentions | Konsumentenverhalten | Consumer behaviour | Mode | Fashion | Celebrity-Werbung | Celebrity endorsement | Werbewirkung | Advertising effects |
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