Work

Endorsement effectiveness of different social media influencers: The moderating effect of brand competence and warmth

Year: 2022

Type: article

Source: Journal of Business Research

DOI: 10.1016/j.jbusres.2022.113476

Authors: Shengnan Ren, Sahar Karimi, Alberto Bravo Velázquez, Jianfeng Cai

Institutions: Northwestern Polytechnical University, University of Liverpool

Language: English

Topic: Digital Marketing and Social Media

Subfield: Sociology and Political Science

Field: Social Sciences

Domain: Social Sciences

Open Access status: closed

OpenAlex ID: W4310014463

FWCI: 32.36

Cites: 109

Cited by: 115

Related to: 10