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 language | English |
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Publication status | Published - 26 Oct 2023 |
Event | Association for Consumer Research Conference 2023 - Seattle, United States Duration: 26 Oct 2023 → 29 Oct 2023 https://acrwebsite.org/events/past/ |
Conference
Conference | Association for Consumer Research Conference 2023 |
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Abbreviated title | ACR 2023 |
Country/Territory | United States |
City | Seattle |
Period | 26/10/23 → 29/10/23 |
Internet address |