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Keywords: 名人代言
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Journal Articles
Journal:
Spanish Journal of Marketing - ESIC
Spanish Journal of Marketing - ESIC (2023) 27 (1): 117–136.
Published: 10 January 2023
...Instagram名人品牌的管理意义。研究还提供了实际意义, 证明了两种不同的品牌帖子对积极的WOM和eWOM的影响是如何通过产品涉入度的调节而不同的。 原创性/价值 该研究论证了名人代言的营销文献的理论意义。该研究还检验了品牌帖子内容与WOM和eWOM之间关系的调节效应。 To perform a successful marketing strategy for companies regarding how to use celebrities on social networks, especially on Instagram, marketing experts need...
