{"title":"社交媒体影响者对消费者品牌形象记忆的影响:形象迁移的作用","authors":"Rachata Rungtrakulchai","doi":"10.1109/ICBIR52339.2021.9465863","DOIUrl":null,"url":null,"abstract":"This study aimed to present the conceptual framework of the effects of social media influencers on the consumer perception on brand image and also investigate how influencers’ image transfer to the brands. The research framework is developed with consumer learning process and network associative theory. The propositions are developed and presented in the paper.","PeriodicalId":447560,"journal":{"name":"2021 6th International Conference on Business and Industrial Research (ICBIR)","volume":null,"pages":null},"PeriodicalIF":0.0000,"publicationDate":"2021-05-20","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"0","resultStr":"{\"title\":\"The Effects of Social Media Influencers on Consumer Memory toward Brand Image: The Role of Image Transfer\",\"authors\":\"Rachata Rungtrakulchai\",\"doi\":\"10.1109/ICBIR52339.2021.9465863\",\"DOIUrl\":null,\"url\":null,\"abstract\":\"This study aimed to present the conceptual framework of the effects of social media influencers on the consumer perception on brand image and also investigate how influencers’ image transfer to the brands. The research framework is developed with consumer learning process and network associative theory. The propositions are developed and presented in the paper.\",\"PeriodicalId\":447560,\"journal\":{\"name\":\"2021 6th International Conference on Business and Industrial Research (ICBIR)\",\"volume\":null,\"pages\":null},\"PeriodicalIF\":0.0000,\"publicationDate\":\"2021-05-20\",\"publicationTypes\":\"Journal Article\",\"fieldsOfStudy\":null,\"isOpenAccess\":false,\"openAccessPdf\":\"\",\"citationCount\":\"0\",\"resultStr\":null,\"platform\":\"Semanticscholar\",\"paperid\":null,\"PeriodicalName\":\"2021 6th International Conference on Business and Industrial Research (ICBIR)\",\"FirstCategoryId\":\"1085\",\"ListUrlMain\":\"https://doi.org/10.1109/ICBIR52339.2021.9465863\",\"RegionNum\":0,\"RegionCategory\":null,\"ArticlePicture\":[],\"TitleCN\":null,\"AbstractTextCN\":null,\"PMCID\":null,\"EPubDate\":\"\",\"PubModel\":\"\",\"JCR\":\"\",\"JCRName\":\"\",\"Score\":null,\"Total\":0}","platform":"Semanticscholar","paperid":null,"PeriodicalName":"2021 6th International Conference on Business and Industrial Research (ICBIR)","FirstCategoryId":"1085","ListUrlMain":"https://doi.org/10.1109/ICBIR52339.2021.9465863","RegionNum":0,"RegionCategory":null,"ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"","JCRName":"","Score":null,"Total":0}
The Effects of Social Media Influencers on Consumer Memory toward Brand Image: The Role of Image Transfer
This study aimed to present the conceptual framework of the effects of social media influencers on the consumer perception on brand image and also investigate how influencers’ image transfer to the brands. The research framework is developed with consumer learning process and network associative theory. The propositions are developed and presented in the paper.
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