Search Results - subject:"influencer authenticity"

Influencer authenticity and intention to co-create brand value: an investigation of central and peripheral pathways

Hasan, Shermeen; Zahid, Hasan; Qayyum, Abdul - In: Cogent Business & Management 11 (2024) 1, pp. 1-19

. The results showed a significant impact of influencer authenticity on behavioral intentions. Serial mediation indicated … literature by conceptualizing influencer authenticity as a composite higher-order construct and examining its impact on the …Given the popularity of influencer marketing, this study aimed to determine the effectiveness of influencer …

Persistent link: https://www.econbiz.de/10015457263

Influencer authenticity and intention to co-create brand value : an investigation of central and peripheral pathways

Hasan, Shermeen; Zahid, Hasan; Qayyum, Abdul - In: Cogent business & management 11 (2024) 1, pp. 1-19

Persistent link: https://www.econbiz.de/10015446646

Social media influencer over-endorsement : implications from a moderated-mediation analysis

Cheah, Chee Wei; Koay, Kian Yeik; Lim, Weng Marc - In: Journal of retailing and consumer services 79 (2024), pp. 1-12

Persistent link: https://www.econbiz.de/10015098560

The authenticity advantage : how influencer authenticity management strategies shape digital engagement with sponsored videos

Liao, Junyun; Chen, Jiada - In: Journal of business research : JBR 185 (2024), pp. 1-16

Persistent link: https://www.econbiz.de/10015147880