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Keywords: Influencers
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Journal Articles
Journal:
Industrial Management & Data Systems
Industrial Management & Data Systems (2021) 121 (12): 2387–2410.
Published: 15 September 2021
...Richard N. Rutter; Stuart J. Barnes; Stuart Roper; John Nadeau; Fiona Lettice Purpose This research tests empirically the level of consumer engagement with a product via a nonbrand-controlled platform. The authors explore how social media influencers and traditional celebrities are using products...
