Original paper
“I follow what you post!”: The role of social media influencers’ content characteristics in consumers' online brand-related activities (COBRAs)
Volume: 66, Pages: 102940 - 102940
Published: Feb 8, 2022
Abstract
The purpose of this research is to examine the underlying mechanisms through which social media influencers' (SMI) content characteristics (information, design, and technology quality and creativity) influence consumers' online brand-related activities (COBRAs) (consume, contribute, and create) through parasocial relationships and wishful identification. Grounded in the integration of the two-step flow theory, social influence theory, and power...
Paper Details
Title
“I follow what you post!”: The role of social media influencers’ content characteristics in consumers' online brand-related activities (COBRAs)
Published Date
Feb 8, 2022
Volume
66
Pages
102940 - 102940
TrendsPro
You’ll need to upgrade your plan to Pro
Looking to understand a paper’s academic impact over time?
- Scinapse’s Citation Trends graph enables the impact assessment of papers in adjacent fields.
- Assess paper quality within the same journal or volume, irrespective of the year or field, and track the changes in the attention a paper received over time.
Citation AnalysisPro
You’ll need to upgrade your plan to Pro
Looking to understand the true influence of a researcher’s work across journals & affiliations?
- Scinapse’s Top 10 Citation Journals & Affiliations graph reveals the quality and authenticity of citations received by a paper.
- Discover whether citations have been inflated due to self-citations, or if citations include institutional bias.