Influencer Marketing and Behavioral Outcomes: How Types of Influencers Affect Consumer Mimicry?
Objective - This paper conceptualizes a novel theoretical model of consumer mimicry of various types of influencers and associated behavioral outcomes. Design – This model was conceptualized after a thorough literature review and gap analysis. Moreover, prominent and underrepresented concepts fro...
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| Main Author: | |
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| Format: | Article |
| Language: | English |
| Published: |
Seisense
2022-05-01
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| Series: | SEISENSE Business Review |
| Subjects: | |
| Online Access: | https://journal.seisense.com/sbr/article/view/792 |
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