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‘You really are a great big sister’ – parasocial relationships, credibility, and the moderating role of audience comments in influencer marketing
Reinikainen, Hanna, Munnukka, Juha, Maity, Devdeep, Luoma-aho, VilmaJournal:
Journal of Marketing Management
DOI:
10.1080/0267257X.2019.1708781
Date:
January, 2020
Fichier:
PDF, 1.67 MB
2020