QR-Code

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...

Ausführliche Beschreibung

Gespeichert in:
Hauptverfasser: Li Xiao, Aysha Saleem, Sana Muhammad Tariq, Junaid Ul Haq, Mengmeng Guo
Format: Artigo
Sprache:Inglês
Veröffentlicht: MDPI AG 2021-11-01
Schriftenreihe:Journal of Theoretical and Applied Electronic Commerce Research
Schlagworte:
motives
wishful identification
nostalgia
self-congruence
desire to mimic
Online-Zugang:https://www.mdpi.com/0718-1876/16/7/165
Tags: Tag hinzufügen
Keine Tags, Fügen Sie das erste Tag hinzu!

Ähnliche Einträge