Driving Brand Engagement Through Online Social Influencers: An Empirical Investigation of Sponsored Blogging Campaigns

Influencer marketing is prevalent in firm strategies, yet little is known about the factors that drive success of online brand engagement at different stages of the consumer purchase funnel. The findings suggest that sponsored blogging affects online engagement (e.g., posting comments, liking a bran...

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Bibliographische Detailangaben

Veröffentlicht in:	Journal of marketing 2019-09, Vol.83 (5), p.78-96
Hauptverfasser:	Hughes, Christian, Swaminathan, Vanitha, Brooks, Gillian
Format:	Artikel
Sprache:	eng
Schlagworte:	Advertising Blogs Influencer marketing Social networks
Online-Zugang:	Volltext
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