THE ROLE OF INFLUENCER-BRAND-URS IMAGE CONGRUENCES ON INSTAGRAM ADVERTISING: CELEBRITY VS. NON-CELEBRITY INFLUENCERS COMPARISON
Jinhee Han, Jewon Lyu
Global Marketing Conference 2023 Global Marketing Conference at Seoul (2023.07) pp.393-398
INVESTIGATING INFLUENCERS’ POSTS ON INSTAGRAM: IMPACT OF INFLUENCER EXPERTISE, POST LIKE NUMBER AND CONTENT RICHNESS ON ADVERTISING EFFECTIVENESS
Yanni Ping, Lei Song
Global Marketing Conference 2020 Global Marketing Conference at Seoul (2020.11) pp.183-187