Influence for social good: exploring the roles of influencer identity and comment section in Instagram-based LGBTQ-centric corporate social responsibility advertising

Brands have increasingly collaborated with influencers on their social advocacy efforts through social media influencer advertising. This study explores the effects of influencer identity and comment section in Instagram-based corporate social responsibility advertising within the context of Pride c...

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Veröffentlicht in:	International journal of advertising 2022-04, Vol.41 (3), p.462-499
1. Verfasser:	Li, Minjie
Format:	Artikel
Sprache:	eng
Schlagworte:	corporate social responsibility hypocrisy Influencer advertising Instagram LGBTQ Pride collection
Online-Zugang:	Volltext
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