The influencer‐entrepreneurship journey: A model of staged progression

With the ever‐increasing digitalization of society, a growing number of people are inspired to start up their own digital ventures. Within this context, a specific aspect of content entrepreneurship stands out—social media influencers. These influencers attract brands due to their attentional capita...

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Veröffentlicht in:	Psychology & marketing 2024-11, Vol.41 (11), p.2789-2804
Hauptverfasser:	Cheng, Zixuan Mia, Regt, Anouk, Young, Kai‐Yi
Format:	Artikel
Sprache:	eng
Schlagworte:	digital entrepreneur Entrepreneurs Entrepreneurship Influencer marketing personal branding social media Social networks
Online-Zugang:	Volltext
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