Big or Small? Impact of Influencer Characteristics on Influencer Success, with Special Focus on Micro- Versus Mega-Influencers
Author:
Affiliation:
1. International Marketing, Pforzheim University, Pforzheim, Germany
2. Consumer Psychology and Market Research, Pforzheim University, Pforzheim, Germany
Publisher
Informa UK Limited
Link
https://www.tandfonline.com/doi/pdf/10.1080/10641734.2024.2366198
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1. Mega‐influencers and brand dynamics: Shaping attitudes toward leading and challenger brands through electronic word of mouth;Psychology & Marketing;2024-08-19
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