DO INSTAGRAM INFLUENCERS NEED TO BE PERFECT? THE CHANGING ROLE OF SOCIAL NORMS ON THE EFFECTIVENESS OF INFLUENCERS

Yoon-Na Cho; Mivena Panteqi; Charles Taylor

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DO INSTAGRAM INFLUENCERS NEED TO BE PERFECT? THE CHANGING ROLE OF SOCIAL NORMS ON THE EFFECTIVENESS OF INFLUENCERS

Yoon-Na Cho, Mivena Panteqi, Charles Taylor

언어ENG
URLhttps://db.koreascholar.com/Article/Detail/401850

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Global Marketing Conference

2020 Global Marketing Conference at Seoul (2020.11)
pp.1192-1202

글로벌지식마케팅경영학회 (Global Alliance of Marketing & Management Associations)

키워드

instagram influencer purchase intention attractiveness perfectionism intrinsic motivation extrinsic motivation social norms body positivity

ABSTRACT
INTRODUCTION
LITERATURE REVIEW
CONCEPTUAL FRAMEWORK AND HYPOTHESES
    Self-Determination Theory and Motivation
    Mediating Effect of Perfectionism
    Method
    Measures
    Results
Results
    Tests of Hypotheses
    Conditional Indirect Effects on Purchase Intentions
    Discussion & Managerial Implications
References

저자

Yoon-Na Cho(Villanova University)
Mivena Panteqi(Villanova University)
Charles Taylor(Villanova University)

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