Owned media, influencer marketing, and unofficial brand ambassadors: differences between narratives, types of prescribers, and effects on interactions on Instagram
Abstract In the current era of the attention economy, users find themselves in social networks over-saturated with advertising that tends not to catch the public’s attention or have great credibility. In this sense, brands are trying to get closer to their audiences by using non-invasive, user-gener...
| Main Authors: | , , , |
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| Format: | Article |
| Language: | English |
| Published: |
Springer Nature
2023-06-01
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| Series: | Humanities & Social Sciences Communications |
| Online Access: | https://doi.org/10.1057/s41599-023-01779-8 |