Nanoinfluencer marketing: How message features affect credibility and behavioral intentions
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DOI: 10.1016/j.jbusres.2021.07.049
Abstract: Abstract The present study investigates the effectiveness of nanoinfluencers in persuading consumers on social media platforms. Specifically, we propose that message features, such as message construal and message valence, determine message credibility, which influences behavioral… read more here.
Keywords: credibility; behavioral intentions; message features; nanoinfluencer marketing ... See more keywords