Social media influencers and their marketing effects on followers?: An exploratory study in restaurant review microblogs

The current study investigates the factors that influence the effects of social media influencers’ brand-related e-WOM on users. Moreover, the study evaluates the moderating impact of individualism/collectivism on consumers’ responses towards social media influencers’ e-WOM. The context of the study...

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Detalhes bibliográficos
Autor principal: Ying Zhou (author)
Formato: masterThesis
Idioma:eng
Publicado em: 2019
Assuntos:
Influencer marketing
EWOM
Weibo
Online restaurant review
Marketing de influenciadores
Revisão online de restaurantes
Marketing
Rede social
Influência social
Comportamento do consumidor > Consumer behavior
Visualização da informação
Cognição > Cognition
Restaurante
China
Texto completo:http://hdl.handle.net/10071/19172
País:Portugal
Oai:oai:repositorio.iscte-iul.pt:10071/19172

Texto Completo

http://hdl.handle.net/10071/19172

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