Effect of Instagram Influencer Parasocial Relationship on Follower Behaviors: A Moderated Moderation Model of Expertise and Involvement

Social media influencers (SMI) are considered effective marketing weapons that firms increasingly use to endorse their products and brands. However, with the enormous diversity of social media and the multiplicity of SMI, marketers need to understand how to choose the right SMI on the right social m...

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Veröffentlicht in:	International journal of customer relationship marketing and management 2023-08, Vol.14 (1), p.1-20
Hauptverfasser:	Ben Mimoun, Mohamed Slim, Al Sulaiti, Sara
Format:	Artikel
Sprache:	eng
Schlagworte:	Consumer behavior Endorsements Influencer marketing Social networks
Online-Zugang:	Volltext
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