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The effect of macro celebrity and micro influencer endorsements on consumer-brand engagement on Instagram

Marques, Inês Rios; Casais, Beatriz; Camilleri, Mark … - In: Strategic corporate communication in the digital age, (pp. 131-143). 2021

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Chapter 8 The Effect of Macrocelebrity and Microinfluencer Endorsements on Consumer–brand Engagement in Instagram

Marques, Inês Rios; Casais, Beatriz; Camilleri, Mark … - In: Strategic corporate communication in the digital age, (pp. 131-143). 2021

Several brands are striving in their endeavors to find new ways to improve their consumer engagement through social media. They are using different tools including influencer marketing through social networking sites (SNSs). Therefore, this chapter addresses a gap in the academic literature as...

Persistent link: https://www.econbiz.de/10015087256