The branding power of social media influencers: an interactive marketing approach

IF 3 Q2 BUSINESS

Cogent Business & Management Pub Date : 2024-07-23 DOI:10.1080/23311975.2024.2380807

Aditi Rajput, Aradhana Gandhi

引用次数: 0

Abstract

This study investigates the impact of homophily, influencer social presence, and influencer physical attractiveness on affinity in the beauty and fashion industry through influencer marketing. Trus...

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社交媒体影响力的品牌塑造力：互动营销方法

本研究通过影响者营销，探讨了同质性、影响者的社会存在和影响者的外貌吸引力对美容与时尚行业亲和力的影响。这些因素...

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来源期刊

Cogent Business & Management BUSINESS-

CiteScore

4.40

自引率

10.00%

发文量

301

审稿时长

16 weeks

期刊介绍： Cogent Business & Management is a fully peer-reviewed, open access journal with a mission to help researchers reach a truly global audience, interact with experts in their field, and discover new connections across diverse fields of research. Cogent Business & Management considers original research articles, reviews and letters in the following branches of business and management research: Accounting, Corporate Governance & Business Ethics Banking & Finance Information & Technology Management Management Marketing Operations Management.