KOREASCHOLAR

HOW SOCIAL MEDIA INFLUENCERS CAN PROMOTE ADVERTISING VALUE AND BRAND EQUITY

Shuman Wang, Xiaolei Yu, Kyunghoon Kim, Juran Kim, Chunlin Yuan
  • LanguageENG
  • URLhttp://db.koreascholar.com/Article/Detail/400808
Download
Global Marketing Conference
2020 Global Marketing Conference at Seoul (2020.11)
p.336
글로벌지식마케팅경영학회 (Global Alliance of Marketing & Management Associations)
Keyword
Social media influencerBrand equityParasocial relationshipAdvertising valueInfluencer marketing
Author
  • Shuman Wang(Business School of Henan University, China)
  • Xiaolei Yu(Business School of Henan University, China) Corresponding author
  • Kyunghoon Kim(Changwon National University, Republic of Korea)
  • Juran Kim(Jeonju University, Republic of Korea)
  • Chunlin Yuan(Institute of Enterprise Strategic Management, Henan University, China)