Results 211 to 220 of about 18,800,475 (232)

Social media influencer marketing: the role of influencer type, brand popularity, and consumers’ need for uniqueness [PDF]

International Journal of Advertising
The present study investigates how the type of social media influencer based on follower count (i.e. macro or micro-influencer) and the popularity of a brand that the influencer endorses affect consumers' purchase intentions for the endorsed brand. Results of four experimental studies demonstrate that consumers are more likely to purchase a more (less)
Melis Çeylan, Ceren Hayran
exaly   +4 more sources

Customers' need for uniqueness theory versus brand congruence theory: The impact on satisfaction with social network sites [PDF]

Journal of Business Research, 2020
Social media brands may experience a lack of competitiveness and attraction due to the silent negative increase of customers' need for uniqueness (NFU). This is the result of a tension between the theory of brand congruence, that most brands endeavor to ...
Zahy Ramadan, Zhongqi Jin, Ibrahim Abosag   +2 more
exaly   +3 more sources

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What Is the Uniqueness of a Media Brand? The Audience Perspective

Proceedings of the World Multi-Conference on Systemics, Cybernetics and Informatics, 2022
Linda Saulite, Deniss Sceulovs
openaire   +1 more source

Brand communities based in social media: How unique are they? Evidence from two exemplary brand communities

International Journal of Information Management, 2014
Mohammad Reza Habibi, Michel Laroche, Marie-Odile Richard   +2 more
openaire   +1 more source

THE EFFECT OF SOCIAL MEDIA UNIQUE RELEVANCE FEATURES (SMURF) ON BRAND PERCEPTION AND BEHAVIOR

Global marketing conference proceeding, 2014
Klaus-Peter Wiedmann, Sebastian Fritz, Sascha Langner, Steffen Schmidt   +3 more
openaire   +1 more source

Interactive effects of self-congruity and need for uniqueness on brand loyalty via brand experience and brand attachment

Journal of Product and Brand Management, 2022
Rajat Roy, Fayrene Chieng, Piyush Sharma
exaly  

Conspicuous consumption: impact of narcissism and need for uniqueness on self-brand and communal-brand connection with public vs private use brands

Journal of Consumer Marketing, 2021
Miguel Angel Zuniga, Ivonne M Torres, Rozbeh Madadi   +2 more
exaly  

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Frontiers in Psychology, 2021
Yalin Li
exaly  

“You are too friendly!” The negative effects of social media marketing on value perceptions of luxury fashion brands

Journal of Business Research, 2020
Hyunjoo Im, Hye-Young Kim
exaly