Influencer marketing on social media: how different social media platforms afford influencer–follower relation and drive advertising effectiveness

• Main Authors: Lou, Chen, Taylor, Charles R., Zhou, Xuan
• 其他作者: Wee Kim Wee School of Communication and Information
• 格式: Article
• 語言: English
• 出版: 2023
• 主題: Social sciences::Communication
• 在線閱讀: https://hdl.handle.net/10356/164470
• 機構: Nanyang Technological University

Research on influencer marketing has grown exponentially over the past few years. Overall, the extant literature has been classified into three major clusters that examine sources involved in influencer marketing, message, and audience. However, there is a distinct research gap pertaining to how and...