Product placement by social media homefluencers during new normal

Product placement by social media homefluencers during new normal

Purpose – The purpose of this study is to analyze how product placement through social media influencers (SMIs) during “new normal” can generate user-generated content (UGC) and determine the manners of product placement by SMIs who have become “homefluencers” by their skills. Design/methodology/app...

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Bibliographic Details
Main Author: Mollika Ghosh
Format: Article
Language:English
Published: Emerald Publishing 2022-06-01
Series:South Asian Journal of Marketing
Subjects:
homefluencers
product placement
new normal
user-generated content (ugc)
followers' comments
thematic content analysis
Online Access:https://www.emerald.com/insight/content/doi/10.1108/SAJM-05-2021-0069/full/pdf?title=product-placement-by-social-media-homefluencers-during-new-normal

Internet

https://www.emerald.com/insight/content/doi/10.1108/SAJM-05-2021-0069/full/pdf?title=product-placement-by-social-media-homefluencers-during-new-normal

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