Understanding the relationships between social media influencers and their followers: the moderating role of closeness
Volume: 29, Issue: 6, Pages: 767 - 782
Published: Jun 27, 2020
Abstract
Purpose The purpose of this paper is to better understand the role of closeness and the relationships between social media influencers and their followers, and, more specifically, how social media influencers can effectively manage their human brands. Design/methodology/approach Two studies were conducted to explore social media influencers. Qualitative content analysis and modeling with path analysis were used to analyze the data. Findings...
Paper Details
Title
Understanding the relationships between social media influencers and their followers: the moderating role of closeness
Published Date
Jun 27, 2020
Volume
29
Issue
6
Pages
767 - 782
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