Liao, Chien Hsiang; Hsieh, Jung-Kuei; Kumar, Sushant - In: Journal of Research in Interactive Marketing 18 (2023) 6, pp. 1017-1033
Purpose On Instagram, a verified badge (a blue checkmark) is used to confirm the authenticity of influencers' accounts for consumers. Yet, it is unclear whether followers trust the badge or are influenced by the influencer's large following. This research aims to investigate the impact of...