Social persuasion: targeting social identities through social influencers

Purpose – Buying behaviour can be interpreted as a signal of social identity. For example, individuals may purchase specific cars to indicate their social status and income, or they may dress in particular ways to show their taste in fashion or their membership in a social group. This paper aims to...

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Veröffentlicht in:	The Journal of consumer marketing 2013, Vol.30 (1), p.31-49
Hauptverfasser:	Langner, Sascha, Hennigs, Nadine, Wiedmann, Klaus-Peter
Format:	Artikel
Sprache:	eng
Schlagworte:	Brand loyalty Consumer behavior Consumers Hypotheses Leadership Market research/consumer behaviour Marketing Persuasion Social capital Social identity Social networks Society Studies
Online-Zugang:	Volltext
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