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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Detalhes bibliográficos

Principais autores:	Li Xiao, Aysha Saleem, Sana Muhammad Tariq, Junaid Ul Haq, Mengmeng Guo
Formato:	Artigo
Idioma:	Inglês
Publicado em:	MDPI AG 2021-11-01
Colecção:	Journal of Theoretical and Applied Electronic Commerce Research
Assuntos:	motives wishful identification nostalgia self-congruence desire to mimic
Acesso em linha:	https://www.mdpi.com/0718-1876/16/7/165
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