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Keywords: Qualitative
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Journal Articles
“Like a Human – Just Digital”: adolescents’ and parents’ perceptions of virtual influencer marketing
Available to Purchase
Journal:
European Journal of Marketing
European Journal of Marketing (2026) 60 (4): 891–931.
Published: 09 February 2026
... Influencer marketing Qualitative Marketers are continuously trying to cut through the noise of traditional marketing to gain consumers’ attention in new and innovative ways (Glenister, 2021). One of the newly emerged mediums for cutting through the noise is virtual influencer marketing (Sands et...
Journal Articles
The franchise relationship in China: agency and institutional theory perspectives
Available to Purchase
Journal:
European Journal of Marketing
European Journal of Marketing (2014) 48 (9-10): 1664–1689.
Published: 02 September 2014
... relationship, and the resulting constructs of power, control, support and conflict, remain under-researched. China Institutional theory Retail Qualitative Agency theory Franchise relationship © Emerald Group Publishing Limited 2014 Anne Marie Doherty can be contacted...
