The role of influencer-follower congruence in the relationship between influencer marketing and purchase behaviour
Dominyka Venciute, Ieva Mackeviciene, Marius Kuslys, Ricardo Fontes Correia
| Year of publication: |
2023
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|---|---|
| Authors: | Venciute, Dominyka ; Mackeviciene, Ieva ; Kuslys, Marius ; Correia, Ricardo Fontes |
| Published in: |
Journal of retailing and consumer services. - Amsterdam [u.a.] : Elsevier, ISSN 0969-6989, ZDB-ID 1204385-0. - Vol. 75.2023, p. 1-10
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| Subject: | Influencer marketing | Credibility | Purchase behaviour | Congruence | Konsumentenverhalten | Consumer behaviour | Marketingmanagement | Marketing management | Glaubwürdigkeit | Marketing | Influencer |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1016/j.jretconser.2023.103506 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10014372610