Not so different after all? : a netnographic exploration of user engagement with non-human influencers on social media
Li Xie-Carson, Pierre Benckendorff, Karen Hughes
| Year of publication: |
2023
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|---|---|
| Authors: | Xie-Carson, Li ; Benckendorff, Pierre ; Hughes, Karen |
| Published in: |
Journal of business research : JBR. - New York, NY : Elsevier, ISSN 0148-2963, ZDB-ID 189773-1. - Vol. 167.2023, p. 1-15
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| Subject: | Influencer marketing | Instagram | Netnography | Non-human influencer | Social media influencer | User engagement | Social Web | Social web | Influencer | Konsumentenverhalten | Consumer behaviour | Online-Marketing | Internet marketing | Virales Marketing | Viral marketing |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1016/j.jbusres.2023.114149 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10014383085