{"title":"The social media theatre: New guidelines to foster parasocial interactions with followers and improve influencer marketing communication effectiveness","authors":"Alcina Gaspar Ferreira, Cátia Fernandes Crespo, Fábio Matos Ribeiro, Patrícia Barreiros","doi":"10.1080/13527266.2024.2318696","DOIUrl":null,"url":null,"abstract":"Regarding the popularity of social media platforms among consumers, influencer marketing is increasingly present in brands’ communication strategies. This study adds to the knowledge about the driv...","PeriodicalId":35919,"journal":{"name":"Journal of Marketing Communications","volume":"18 1","pages":""},"PeriodicalIF":0.0000,"publicationDate":"2024-02-19","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"0","resultStr":null,"platform":"Semanticscholar","paperid":null,"PeriodicalName":"Journal of Marketing Communications","FirstCategoryId":"1085","ListUrlMain":"https://doi.org/10.1080/13527266.2024.2318696","RegionNum":0,"RegionCategory":null,"ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"Q1","JCRName":"Business, Management and Accounting","Score":null,"Total":0}
引用次数: 0
Abstract
Regarding the popularity of social media platforms among consumers, influencer marketing is increasingly present in brands’ communication strategies. This study adds to the knowledge about the driv...
期刊介绍：
The Journal of Marketing Communications is a double-blind peer-reviewed journal devoted to publishing research papers and information concerning all aspects of marketing and corporate communication, branding both corporate and product-related, and promotion management. It is a channel for discussing issues such customer relationship management, integrated marketing communication, together with behavioural foundations of marketing communications and promotion management. The Journal will also consider papers in internal marketing and in the corporate communications domain.
京公网安备 11010802042870号
京ICP备2023020795号-1
分享
求助内容：
应助结果提醒方式：
扫码关注我们
