Consumer mimicry of sports influencers on social media: a study on how influencers’ traits influence consumer buying behaviors

This study investigates the influence of sports influencers on consumer buying behaviors, focusing on the characteristics of these influencers and their impact on followers’ choices. The advent of social media has allowed millennials to engage with brands, often tying this engagement to elements of...

Täydet tiedot

Bibliografiset tiedot

Päätekijät:	Sheryl V. I. De Araujo, Giridhar B. Kamath, Rajesh R. Pai, Amol S. Dhaigude
Aineistotyyppi:	Artigo
Kieli:	Inglês
Julkaistu:	Taylor & Francis Group 2024-12-01
Sarja:	Cogent Business & Management
Aiheet:	Consumer mimicry sports influencers social media consumer behaviour marketing Business, Management and Accounting
Linkit:	https://www.tandfonline.com/doi/10.1080/23311975.2024.2432539
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