Unveiling the power of social influencers in brand trust and brand identification

Unveiling the power of social influencers in brand trust and brand identification

Purpose: This study investigates the effects of social influencer characteristics (i.e., opinion leadership and parasocial interaction) on forming follower brand trust and identification. Design/methodology/approach: This study included 286 Korean consumers (144 males and 142 females) with social m...

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Bibliographic Details
Main Authors: Ji-Young Kim, Sung-Hoon Ko, Yongjun Choi
Format: Article
Language:English
Published: AOSIS 2024-02-01
Series:South African Journal of Business Management
Subjects:
social influencer
social influencer marketing
s-o-r
opinion leadership
parasocial interaction
brand trust
brand identification
gender
Online Access:https://sajbm.org/index.php/sajbm/article/view/4087

Internet

https://sajbm.org/index.php/sajbm/article/view/4087

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