Understanding followers’ stickiness to digital influencers : The effect of psychological responses
Abstract
null null The ability of digital influencers to convert their followers into paying customers relies heavily on the followers’ “stickiness”, a topic that has not been adequately investigated in the existing literature. From a psychological perspective, this study develops a theoretical model of followers’ stickiness. Two forms of followers’ psychological responses to digital influencers are jointly considered: wishful identification and...
Paper Details
Title
Understanding followers’ stickiness to digital influencers : The effect of psychological responses
Published Date
Oct 1, 2020
Volume
54
Pages
102169
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