Maybe Influencers Are Not Worth The Hype : An explanatory study on influencers’ characteristics with perceived quality and brand loyalty
Background: The goal for brand building is to build for the long-term profitability and strengthening of brand equity. A way to build brand equity is to implement social media marketing, where so-called influencer marketing can be used. Influencer marketing is adopted as consumers have found ways to...
| Main Authors: | , , |
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| Format: | Others |
| Language: | English |
| Published: |
Linnéuniversitetet, Institutionen för marknadsföring (MF)
2018
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| Subjects: | |
| Online Access: | http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-75835 |