KOREASCHOLAR

HOW DO COMPANIES RESPOND TO ADVERTISING FAILURES OF SOCIAL MEDIA INFLUENCERS? FOCUSING ON THE SUSTAINABLE CONTRIBUTION OF SOCIAL MEDIA INFLUENCERS

Xiuyan Yan, Changju Kim
  • LanguageENG
  • URLhttp://db.koreascholar.com/Article/Detail/442802
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Global Marketing Conference
2025 Global Marketing Conference at Hong Kong (2025.07)
p.787
글로벌지식마케팅경영학회 (Global Alliance of Marketing & Management Associations)
Keyword
Social Media InfluencerInfluencer BetrayalPerceived Influencer Contribution to SustainabilityBrand TrustCrisis Management
Author
  • Xiuyan Yan(Hiroshima Shudo University, Japan)
  • Changju Kim(Ritsumeikan University, Japan)