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Keywords: Advertisement repetition
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Journal Articles
Wear in or wear out: how consumers respond to repetitive influencer marketing
Available to Purchase
Journal:
Internet Research
Internet Research (2024) 34 (3): 810–848.
Published: 17 April 2023
.... We propose an important contextual factor, revenue model genres of Internet celebrities, which moderates the way advertising repetition influences consumer responses. Additionally, we contribute to the literature by describing the mechanism by which a decrease in attitude may occur with an increase...
