The Effectiveness of Influencer Marketing

Melis Ceylan, Ceren Hayran

Research output: Contribution to conferencePaperpeer-review

Abstract

This research demonstrates that consumers who have low need for uniqueness become more likely to make a purchase from a more (less) popular brand when it is endorsed by a macro (micro)- influencer as macro (micro)-influencers are found more congruent with the endorsement of more (less) popular brands.
Original languageEnglish
Publication statusPublished - 26 Oct 2023
EventAssociation for Consumer Research Conference 2023 - Seattle, United States
Duration: 26 Oct 202329 Oct 2023
https://acrwebsite.org/events/past/

Conference

ConferenceAssociation for Consumer Research Conference 2023
Abbreviated titleACR 2023
Country/TerritoryUnited States
CitySeattle
Period26/10/2329/10/23
Internet address

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