The role of word-of-mouth and celebrity endorsement in online consumer-brand relationship: the context of Instagram
The aims of this study are to understand the influence of celebrity endorsement on consumers’ word-of-mouth and decision behavior, that is: (i) understand the influence of the number of followers of the celebrity and the positive/negative valence of the messages conveyed by them in the intention to...
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| Formato: | conferenceObject |
| Idioma: | eng |
| Publicado em: |
2019
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| Texto completo: | https://ciencia.iscte-iul.pt/id/ci-pub-53364 |
| País: | Portugal |
| Oai: | oai:repositorio.iscte-iul.pt:10071/17009 |