Investigating consumer engagement with influencer- vs. brand-promoted ads : the roles of source and disclosure
Brands’ investments in influencer marketing have been escalating over the past few years. This study proposes and explicates how two similar and comparable sets of advertisements, namely influencer- versus brand-promoted ads (i.e., influencer-generated ads and brands’ reposting/featuring of influenc...
| Main Authors: | , , |
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| Other Authors: | |
| Format: | Journal Article |
| Language: | English |
| Published: |
2020
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| Subjects: | |
| Online Access: | https://hdl.handle.net/10356/144818 |