Making and breaking relationships on social media: the impacts of brand and influencer betrayals
Sign Up to like & getrecommendations! Published in 2021 at "Technological Forecasting and Social Change"
DOI: 10.1016/j.techfore.2021.120990
Abstract: Abstract This study considers how the relationships between social media influencers, brands and individuals are intertwined on social media and analyses the spill-over effects of feelings of betrayal. An experimental design with two transgression scenarios… read more here.
Keywords: brand influencer; making breaking; social media; brand ... See more keywords
Sponsorship Disclosure of Influencers – A Curse or a Blessing?
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DOI: 10.1177/10949968221075686
Abstract: Influencer marketing has become increasingly important in the field of marketing communication as an effective way to reach the appropriate target group. Using their own social media channels, influencers often give the impression that they… read more here.
Keywords: sponsorship; sponsorship disclosure; influencer; brand influencer ... See more keywords