KOREASCHOLAR
Quick Search
Advanced Search
Search for Articles
FROM HYPE TO BACKLASH: A THEORETICAL FRAMEWORK FOR DE-INFLUENCING AND STRATEGIC ADAPTATION IN SOCIAL MEDIA MARKETING
Ankita Misra
Language
ENG
URL
http://db.koreascholar.com/Article/Detail/442826
Download
Global Marketing Conference
2025 Global Marketing Conference at Hong Kong (2025.07)
p.853
글로벌지식마케팅경영학회
(Global Alliance of Marketing & Management Associations)
Keyword
De-influencing
Influencer Marketing
Consumer Resistance
Institutional Theory
Social Movement Theory
Signaling Theory
Ethical Consumption
Author
Ankita Misra(Monash University Malaysia, Malaysia)