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Evaluating the Impact and Perception of Influencer Marketing Among Romanian Consumers—Insights from Quantitative Research

Currently, one of the most widely used marketing techniques is influencer marketing, but is its true impact on Romanians truly understood? This article aims to establish the perception of influencer marketing activities by Romanian consumers. A quantitative study was conducted, gathering 618 respons...

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Gardado en:
Principais autores: Anita Cornelia Szakal, Gabriel Brătucu, Eliza Ciobanu, Ioana Bianca Chițu, Ana Alexandra Mocanu, Marius Bălășescu, Gheorghe Ialomițianu
Formato: Artigo
Idioma:Inglês
Publicado: MDPI AG 2024-10-01
Series:Administrative Sciences
Assuntos:
social media
consumer behavior
social media marketing
influencer marketing
digital marketing
consumers’ purchase behavior
Acceso en liña:https://www.mdpi.com/2076-3387/14/11/276
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