Results 61 to 70 of about 171 (75)

“You are a virtual influencer!”: Understanding the impact of origin disclosure and emotional narratives on parasocial relationships and virtual influencer credibility

Computers in Human Behavior, 2023
Rachel Esther Lim
exaly  

Understanding influencer marketing: The role of congruence between influencers, products and consumers

Journal of Business Research, 2021
Daniel Belanche, Luis V Casaló, Marta Flavian   +2 more
exaly  

The Importance of Influencer-Message Congruence When Employing Greenfluencers to Promote Pro-Environmental Behavior

Environmental Communication, 2022
Sophie C Boerman, Marijn H C Meijers
exaly  

Making and breaking relationships on social media: the impacts of brand and influencer betrayals

Technological Forecasting and Social Change, 2021
Hanna Reinikainen, Teck Ming Tan, Vilma Luoma-Aho   +2 more
exaly  

Does Influencer–Follower Relationship Matter? Exploring How Relationship Norms and Influencer–Product Congruence Affect Advertising Effectiveness across Product Categories

Journal of Interactive Advertising, 2022
Ilyoung Ju, Chen Lou
exaly  

What makes followers loyal? The role of influencer interactivity in building influencer brand equity

Journal of Product and Brand Management, 2020
Jisu Yi
exaly  

Gender effects in influencer marketing: an experimental study on the efficacy of endorsements by same- vs. other-gender social media influencers on Instagram

International Journal of Advertising, 2022
Liselot Hudders, Steffi De Jans
exaly  

Influencer marketing effectiveness: the mechanisms that matter

European Journal of Marketing, 2022
Rebecca Dolan, Paul Harrigan, Dean C H Wilkie   +2 more
exaly  

Influencer marketing on Instagram: How sponsorship disclosure, influencer credibility, and brand credibility impact the effectiveness of Instagram promotional post

Journal of Global Fashion Marketing, 2020
Susanna S Lee, Eunice Kim, Eunice Kim
exaly  

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

Journal of Internet Commerce, 2023
exaly