Do brand influencers matter on TikTok? A social influence theory perspective
Author:
Affiliation:
1. Department of Marketing, Richards College of Business, University of West Georgia, Carrollton, Georgia, USA
Publisher
Informa UK Limited
Subject
Marketing
Link
https://www.tandfonline.com/doi/pdf/10.1080/10696679.2023.2217488
Reference127 articles.
1. The effects of visual congruence on increasing consumers’ brand engagement: An empirical investigation of influencer marketing on instagram using deep-learning algorithms for automatic image classification
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