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Driving Brand Engagement Through Online Social Influencers: An Empirical Investigation of Sponsored Blogging Campaigns
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نوع المصدر |
مقال
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بيانات التأليف |
Hughes, Christian (Author)
Swaminathan, Vanitha (Author)
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بيانات الدورية المصدر |
العنوان:
Journal of Marketing
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رقم المجلد/ العدد: 2019/SEP V.83 N.5
رقم الإستدعاء: 658.8005 JMA الموقع: Periodicals & References Hall - 2nd floor
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الوصف المادي |
p 78–96
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رأس الموضوع/ الواصفات |
Marketing
(2255)
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المستخلص |
Influencer marketing is prevalent in firm strategies, yet little is known about the factors that drive success of online brand engagement at different stages of the consumer purchase funnel. The findings suggest that sponsored blogging affects online engagement (e.g., posting comments, liking a brand) differently depending on blogger characteristics and blog post content, which are further moderated by social media platform type and campaign advertising intent. When a sponsored post occurs on a blog, high blogger expertise is more effective when the advertising intent is to raise awareness versus increase trial....
المستخلص الكامل
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الدورية:
Journal of Marketing
(346)
العدد: 2019/SEP V.83 N.5
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إبحث في المصادر الإلكترونية |
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