KOREASCHOLAR

FROM HYPE TO BACKLASH: A THEORETICAL FRAMEWORK FOR DE-INFLUENCING AND STRATEGIC ADAPTATION IN SOCIAL MEDIA MARKETING

Ankita Misra

LanguageENG
URLhttp://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)