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NTIS 바로가기The journal of product & brand management, v.29 no.6, 2020년, pp.803 - 814
Jun, Sunghee , Yi, Jisu
PurposeThis paper aims to present a mechanism that explains how followers become loyal to social media influencers. It suggests influencer interactivity as a unique feature of influencer brands and investigates how it affects influencer authenticity, emotional attachment, and thus brand loyalty.Desi...
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