The impact of social media influencers’ bragging language styles on consumers’ attitudes toward luxury brands: The dual mediation of envy and trustworthiness
On social media, luxury brand managers often use influencers’ bragging language as a marketing tool. As modesty is considered a virtue in the Chinese context, Chinese influencers tend to adopt a humblebragging language style. Research has examined the impact of bragging language styles on luxury bra...
| Main Authors: | , , |
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| Format: | Article |
| Language: | English |
| Published: |
Frontiers Media S.A.
2023-01-01
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| Series: | Frontiers in Psychology |
| Subjects: | |
| Online Access: | https://www.frontiersin.org/articles/10.3389/fpsyg.2022.1113655/full |