The impact of K-beauty social media influencers, sponsorship, and product exposure on consumer acceptance of new products

Abstract This research identified the different ways in which K-beauty social media influencers (SMIs) impact consumers’ tendencies to accept new products by closely investigating their sponsorship displays and product exposure methods. We conducted an experiment to examine how influencers’ posts af...

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Bibliographic Details
Main Authors: Lei Wang, Jin Hwa Lee
Format: Article
Language:English
Published: SpringerOpen 2021-04-01
Series:Fashion and Textiles
Subjects:
Online Access:https://doi.org/10.1186/s40691-020-00239-0

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