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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Main Authors: Sheryl V. I. De Araujo, Giridhar B. Kamath, Rajesh R. Pai, Amol S. Dhaigude
Format: Artigo
Jezik:Inglês
Izdano: Taylor & Francis Group 2024-12-01
Serija:Cogent Business & Management
Teme:
Consumer mimicry
sports influencers
social media
consumer behaviour
marketing
Business, Management and Accounting
Online dostop:https://www.tandfonline.com/doi/10.1080/23311975.2024.2432539
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