Results 211 to 220 of about 17,138,822 (238)

When Social Media Influencers Work: A Meta‐Analysis of Brand Engagement, Behavioral Intention, and Boundary Conditions

open access: yesJournal of Consumer Behaviour, EarlyView.
ABSTRACT This study examines how social media influencers (SMIs) shape brand engagement and behavioral intention and when these effects vary across contexts. Drawing on 97 studies with a sample of 40,330 participants, we employ one‐stage meta‐analytic structural equation modeling (OSMASEM) to estimate the effects of SMI credibility (attractiveness ...
Tareq Rasul   +6 more
wiley   +1 more source

Home - About - Disclaimer - Privacy