Information seeking and affective relationship building in influencer marketing: the role of social media affordances
Abstract Influencers’ persuasive power is rooted in the informational and emotional support they offer to followers through a certain form of relationship. With a focus on the role of “platforms” in the process, this study adopted the technology affordance lens and a national survey to examine how a...
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| Main Authors: | , , |
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| Format: | Article |
| Language: | English |
| Published: |
Springer Nature
2025-04-01
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| Series: | Humanities & Social Sciences Communications |
| Online Access: | https://doi.org/10.1057/s41599-025-04882-0 |
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