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Keywords: Exchange relationships
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Journal Articles
How relationship norms between consumers and micro-influencers shape endorsement effectiveness: the mediating role of persuasion knowledge
Available to Purchase
Journal of Research in Interactive Marketing 1–22.
Published: 01 October 2025
... interactions (Mills and Clark, 2013). Exchange relationship norms (e.g. business partnerships) characterize social interactions as transactional, where consumers provide benefits with the expectation of receiving comparable returns in the short term; in contrast, communal norms (e.g. close friendships...
Includes: Supplementary data
