How social media influencer’s event endorsement changes attitudes of followers: the moderating effect of followers’ gender
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DOI: 10.1108/ijchm-09-2020-0959
Abstract: Purpose This paper aims to study how a social media influencer (SMI) endorsement affects followers’ event attitude and behavioral intentions. More importantly, it comparatively examines the role of followers’ gender in event SMI marketing effectiveness.… read more here.
Keywords: followers gender; endorsement; social media; study ... See more keywords