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Keywords: Instagram
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Journal Articles
Journal:
Industrial Management & Data Systems
Industrial Management & Data Systems (2024) 124 (1): 344–360.
Published: 10 November 2023
... branded posts from 205 Instagram influencers and empirically examined how four factors (i.e. authenticity, vividness, coolness and influencer–product congruence) influence the content of the comments on branded posts. Findings Post authenticity and congruence are shown to have positive effects...
