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Keywords: Fashion micro-influencers
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Journal Articles
Journal of Research in Interactive Marketing (2021) 15 (2): 181–199.
Published: 31 May 2021
...Zheng Shen Purpose This study aims to find how can fashion micro-influencers and their electronic word-of-mouth (eWOM) messages increase consumer engagement on social media, focusing on micro-influencers’ influence, typology, eWOM content and consumer engagement. Design/methodology/approach...
