Celebrity, social media influencers and brand performance: exploring new dynamics and future trends in marketing
Éditeur :
Springer International Publishing AG
ISBN :
9783031635151
Date de publication :
28 août 2024
Dimensions :
21,0 x 14,8 cm
Langue :
Anglais
Pays d'origine :
Suisse
Indeed, companies devote a lot of resources on celebrity endorsement to exploit emotional bonds between consumers and brands in order to accomplish their desired brand image and increase brand awareness, differentiation, and brand loyalty.