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Keywords: Referral traffic
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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
... Heckman probit structure to jointly estimate the two models using Maximum Likelihood Estimation. Robustness checks confirm the effectiveness of the models. Findings The results suggest that Internet celebrity endorsement plays a significant role in bringing referral traffic to e-commerce sites...
