Social media influencers’ narrative strategies to create eWOM: A theoretical contribution

•The eWOM theory is advanced in a social media influencers’ (SMIs) eWOM context.•A model is developed to illustrate the structure of SMIs’ narrative strategies.•Six distinct SMIs’ narrative strategies to create eWOM are identified.•The value of the six narrative strategies to social media marketing...

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Veröffentlicht in:	International journal of information management 2021-08, Vol.59, p.102293, Article 102293
Hauptverfasser:	Zhou, Shuang, Barnes, Liz, McCormick, Helen, Blazquez Cano, Marta
Format:	Artikel
Sprache:	eng
Schlagworte:	Consumers Digital media eWOM Influencer marketing Marketing Marketing communication Narrative strategy Social media influencers Social media marketing Social networks Word of mouth advertising
Online-Zugang:	Volltext
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