Battle of influence : analysing the impact of brand-directed and influencer-directed social media marketing on customer engagement and purchase behaviour
Ashish Kumar, Daniel Rayne, Jari Salo and Ching Sophia Yiu
| Year of publication: |
2025
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| Authors: | Kumar, Ashish ; Rayne, Daniel ; Salo, Jari ; Yiu, Ching Sophia |
| Published in: |
Australasian marketing journal : AMJ ; official journal of the Australia-New Zealand Marketing Academy (ANZMAC). - [London] : Sage Publishing, ISSN 1839-3349, ZDB-ID 2211477-4. - Vol. 33.2025, 1, p. 87-95
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| Subject: | social media marketing | influencer marketing | customer engagement | brand sales | field experiment | Online-Marketing | Internet marketing | Beziehungsmarketing | Relationship marketing | Konsumentenverhalten | Consumer behaviour | Social Web | Social web | Marketingmanagement | Marketing management | Influencer | Virales Marketing | Viral marketing | Werbewirkung | Advertising effects | Markenführung | Brand management | Kundenintegration | Customer integration |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1177/14413582241247391 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
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