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Keywords: Online influencer
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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
...Pranjal Gupta; Jennifer L. Burton; Letícia Costa Barros Purpose The purpose of this research is to extend theoretical knowledge of key variables and their interactions that impact the persuasiveness of online influencers. The study explores the interactions between influencer gender, follower...
