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ARE NEW DIGITAL INFLUENCERS RUINING YOUR BUSINESS? THE EFFECTS OF NEGATIVE WORD-OF-MOUTH INITIATED BY SOCIAL MEDIA NEW INFLUENCERS IN FASHION ON CONSUMERS´ INTENTIONS TO PURCHASE AND RECOMMEND THE BRAND

Daniela Langaro, Sandra Maria Correia Loureiro, Ana Beatriz Paula
  • LanguageENG
  • URLhttp://db.koreascholar.com/Article/Detail/372681
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Global Fashion Management Conference
2019 Global Fashion Management Conference at Paris (2019.07)
pp.799-803
글로벌지식마케팅경영학회 (Global Alliance of Marketing & Management Associations)
Keyword
word-of-mouthonline fashion influencerintentions to purchaserecommend the brand
Table Content
Introduction
 Theoretical Background
 Methodology
 Results and Discussion
 Conclusions
 References
Author
  • Sandra Maria Correia Loureiro(Instituto Universitário de Lisboa (ISCTE-IUL), Business Research Unit (BRU-IUL), Portugal)
  • Ana Beatriz Paula(Instituto Universitário de Lisboa (ISCTE-IUL), Portugal)
  • Daniela Langaro(Instituto Universitário de Lisboa (ISCTE-IUL), Business Research Unit (BRU-IUL), Portugal)