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Keywords: Social media influencers
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Journal Articles
What is rogue marketing? An exploration of how hard seltzer sparked a social media phenomenon
Available to Purchase
International Journal of Wine Business Research (2022) 34 (3): 329–348.
Published: 08 November 2021
... created content when making a purchasing decision (Macdonald, 2019). Rogue marketing Social media influencers User-generated content Viral marketing Influencer marketing Not applicable Survey research Brand placement The summer of 2019 was the summer of hard seltzers, as the desire...
