An Empirical Investigation on Influencer Marketing: the Impact of Content-related, Follower-related and Influencer-related Factors on Consumers’ Purchase Intentions
Social media influencer marketing is a new phenomenon in the digital world. It has seen a tremendous and exponential growth, reached a critical mass audience and changed from an obscure marketing tactic to a successful marketing strategy. Therefore, social media influencers and their impact on consu...
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| Main Authors: | , |
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| Format: | Article |
| Language: | English |
| Published: |
Istanbul University Press
2021-12-01
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| Series: | Istanbul Management Journal |
| Subjects: | |
| Online Access: | https://cdn.istanbul.edu.tr/file/JTA6CLJ8T5/442F1795376349479BCE5160294405DC |
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