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...

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Principais autores:	Sheryl V. I. De Araujo, Giridhar B. Kamath, Rajesh R. Pai, Amol S. Dhaigude
格式:	Artigo
語言:	Inglês
出版:	Taylor & Francis Group 2024-12-01
叢編:	Cogent Business & Management
主題:	Consumer mimicry sports influencers social media consumer behaviour marketing Business, Management and Accounting
在線閱讀:	https://www.tandfonline.com/doi/10.1080/23311975.2024.2432539
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