The effectiveness of post vividness and interactivity on influencer marketing : do they differ between macro and micro influencers?
Novia Yurika, Suryan Hartanto, Winna Darmawan and Evelyn Hendriana
| Year of publication: |
2022
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|---|---|
| Authors: | Yurika, Novia ; Hartanto, Suryan ; Darmawan, Winna ; Hendriana, Evelyn |
| Published in: |
International journal of technology marketing : IJTMkt. - Olney, Bucks : Inderscience Enterprises, ISSN 1741-8798, ZDB-ID 2421416-4. - Vol. 16.2022, 3, p. 220-245
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| Subject: | brand awareness | interactivity | post vividness | purchase intention | type of influencers | Konsumentenverhalten | Consumer behaviour | Influencer | Markenimage | Brand image |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1504/IJTMKT.2022.10045259 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10013359073