Brand love or hate: Online influencers’ role in promoting brands in the SME sector
Could this be a world where customers fall head over heels for brands with influencers acting as the love potion that makes the magic happen? This article explores the role that online influencers play in promoting brand love through hedonic experiences, brand hate, and the key considerations small...
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| Main Authors: | , |
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| Format: | Article |
| Language: | English |
| Published: |
Department of Marketing Management, University of South Africa
2025-06-01
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| Series: | The Retail and Marketing Review |
| Subjects: | |
| Online Access: | https://retailandmarketingreview.co.za/wp-content/uploads/2025/06/RMR21-1-16-30.pdf |
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