Influencer Marketing: Role of Influencer Credibility and Congruence on Brand Attitude and eWOM-Reference-Cited by-同舟云学术

Influencer Marketing: Role of Influencer Credibility and Congruence on Brand Attitude and eWOM

Published:2022-09-22 Issue:sup1 Volume:22 Page:S28-S72
ISSN:1533-2861
Container-title:Journal of Internet Commerce
language:en
Short-container-title:Journal of Internet Commerce

Author:

Dhun ¹,Dangi Hamendra Kumar¹

Affiliation:

1. Department of Commerce, University of Delhi, New Delhi, India

Publisher

Informa UK Limited

Subject

Management of Technology and Innovation,Human-Computer Interaction

Link

https://www.tandfonline.com/doi/pdf/10.1080/15332861.2022.2125220

Reference139 articles.

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3. Association of National Advertisers. 2018. Advertisers love influencer marketing: ANA study. Association of National Advertisers. [online] 3 April. https://www.ana.net/content/show/id/48437 (accessed March 10, 2022).

4. “Stop the unattainable ideal for an ordinary me!” fostering parasocial relationships with social media influencers: The role of self-discrepancy

5. The Impact of Physically Attractive Models on Advertising Evaluations

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