“It’s selling like hotcakes”: deconstructing social media influencer marketing in long-form video content on youtube via social influence heuristics
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DOI: 10.1108/ejm-06-2019-0530
Abstract: Purpose This study aims to examine the ability of the social influence heuristics framework to capture skillful and creative social media influencer (SMI) marketing in long-form video content on YouTube for influencer-owned brands and products.… read more here.
Keywords: video; marketing long; marketing; long form ... See more keywords