Attractiveness, trustworthiness and expertise – social influencers’ winning formula?

Purpose The importance of influencer marketing is constantly growing. However, little empirical research has examined influencers’ success requirements. This study aims to fill this gap by exploring whether the requirements of influencers’ attractiveness, expertise and trustworthiness are relevant f...

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Bibliographische Detailangaben

Veröffentlicht in:	The journal of product & brand management 2021-05, Vol.30 (5), p.707-725
Hauptverfasser:	Wiedmann, Klaus-Peter, von Mettenheim, Walter
Format:	Artikel
Sprache:	eng
Schlagworte:	Advertising Celebrities Credibility Fame Fashion models Hypotheses Influencer marketing Social networks Success
Online-Zugang:	Volltext
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