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Keywords: Bloggers
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Journal Articles
How to motivate opinion leaders to spread e-WoM on social media: monetary vs non-monetary incentives
Journal of Research in Interactive Marketing (2022) 16 (1): 154–171.
Published: 19 July 2021
... leaders (bloggers) participated. The authors manipulated the monetary incentive (money vs no money) and non-monetary incentives (information only vs return product vs keep product) offered in exchange for a brand post. Findings Various techniques for approaching opinion leaders are effective...
