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Keywords: Endorser-product congruity
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Journal Articles
Journal of Product & Brand Management (2022) 31 (1): 149–162.
Published: 01 June 2021
... and influencer marketing literature. Instagram Source credibility Human brands Native advertising Advertising skepticism Endorser-product congruity Micro-celebrities Social media is a fast-growing venue for advertising and marketing (Cooley and Parks-Yancy, 2019). To stand out in today’s...
