The Relevance of Demographic Similarity and Factuality in Social Influencer Communication Culture – A Comparison Between Hedonic and Utilitarian Conditions
This work identifies differences in the success factors of influencers given consumers’ consumption goals (hedonic vs. utilitarian). Although practitioners have complained about the lack of know-how regarding this issue, research on the topic remains scarce. Hypotheses on the differing relevance of...
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| Main Authors: | , |
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| Format: | Article |
| Language: | English |
| Published: |
Pompea College of Business
2024-11-01
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| Series: | American Business Review |
| Subjects: | |
| Online Access: | https://digitalcommons.newhaven.edu/americanbusinessreview/vol27/iss2/3/ |
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