I Wish I Could Be Like Her/Him! How Self-Congruence Stimulates a Desire to Mimic

Influencer marketing acquires customers who follow their favorite celebrities, who have shared beliefs and opinions. This research explores the self-motives and influencer-related factors that lead to influencer congruence. Influenced customers subsequently recommend those influencers to others. No...

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Hlavní autoři:	Li Xiao, Aysha Saleem, Sana Muhammad Tariq, Junaid Ul Haq, Mengmeng Guo
Médium:	Artigo
Jazyk:	Inglês
Vydáno:	MDPI AG 2021-11-01
Edice:	Journal of Theoretical and Applied Electronic Commerce Research
Témata:	motives wishful identification nostalgia self-congruence desire to mimic
On-line přístup:	https://www.mdpi.com/0718-1876/16/7/165
Tagy:	Přidat tag Žádné tagy, Buďte první, kdo vytvoří štítek k tomuto záznamu!