Motives for Following Social Influencers and Electronic Word-of-Mouth: The Role of Social Capital
Given the increasing popularity and significance of social influencer marketing phenomenon, it is important to understand why people follow social influencers and what gratification they get. Guided by theories of uses and gratification and social capital, this study examines the key motives of foll...
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| Autori principali: | , |
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| Natura: | Artigo |
| Lingua: | Inglês |
| Pubblicazione: |
USC Annenberg Press
2023-11-01
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| Serie: | International Journal of Communication |
| Soggetti: | |
| Accesso online: | https://ijoc.org/index.php/ijoc/article/view/19705 |
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