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Keywords: Female
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Journal Articles
Gender of the online influencer and follower: the differential persuasive impact of homophily, attractiveness and product-match
Available to Purchase
Journal:
Internet Research
Internet Research (2023) 33 (2): 720–740.
Published: 13 June 2022
... and product-match were manipulated. The variables of homophily and respondent gender were measured and recorded, respectively. The data were collected through an online survey done through Qualtrics. Findings The findings show that for female influencers, homophily felt by their followers is a dominant...
