What determines the effectiveness of social media influencer marketing? : an fsQCA-based study of influencer characteristics and content features’ configurational effects
Caiyuan Ma, Billy Wei Wang, Lingqi Dai, Xinya Guan, Zhilin Yang
| Year of publication: |
2025
|
|---|---|
| Authors: | Ma, Caiyuan ; Wang, Billy Wei ; Dai, Lingqi ; Guan, Xinya ; Yang, Zhilin |
| Published in: |
Journal of business research : JBR. - New York, NY : Elsevier, ISSN 0148-2963, ZDB-ID 2013438-1. - Vol. 189.2025, Art.-No. 115170, p. 1-14
|
| Subject: | Configurational effects | Fuzzy set qualitative comparative analysis | Influencer characteristics | Posted content | Social media influencer marketing | Social Web | Social web | Influencer | Online-Marketing | Internet marketing | Fuzzy-Set-Theorie | Fuzzy sets |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1016/j.jbusres.2024.115170 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10015396143