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Keywords: User engagement
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Journal Articles
Journal:
Spanish Journal of Marketing - ESIC
Spanish Journal of Marketing - ESIC (2022) 26 (1): 98–116.
Published: 21 December 2021
...Arash Ahmadi; Siriwan Ieamsom Purpose The purpose of this paper is to compare the effects of the fit between two types of opinion leaders (influencer vs celebrity) and the products promoted in a fashion marketing campaign on user engagement (willingness to like and share the fit posts). Instagram...
