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THE ROLE OF FASHION BLOGGER CREDIBILITY, HOMOPHILY AND ENGAGEMENT ON FOLLOWERS’ INTENTIONS TO BUY FASHION PRODUCTS. RESULTS OF A BINATIONAL STUDY.
Giada Mainolfi, Donata Tania Vergura
Language
ENG
URL
http://db.koreascholar.com/Article/Detail/372407
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Global Fashion Management Conference
2019 Global Fashion Management Conference at Paris (2019.07)
pp.18-21
글로벌지식마케팅경영학회
(Global Alliance of Marketing & Management Associations)
Keyword
blogger credibility
engagement
homophily
e-WOM
purchase intention
Table Content
Introduction
Theoretical Background and Research Model
Research Design
Result and Conclusion
References
Author
Giada Mainolfi(University of International Studies of Rome, Italy)
Donata Tania Vergura(University of Parma, Italy)