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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| Principais autores: | , , , , |
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| Format: | Artigo |
| Jezik: | Inglês |
| Izdano: |
MDPI AG
2021-11-01
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| Serija: | Journal of Theoretical and Applied Electronic Commerce Research |
| Teme: | |
| Online dostop: | https://www.mdpi.com/0718-1876/16/7/165 |
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