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[해외논문] What makes followers loyal? The role of influencer interactivity in building influencer brand equity

The journal of product & brand management, v.29 no.6, 2020년, pp.803 - 814  

Jun, Sunghee ,  Yi, Jisu

Abstract AI-Helper 아이콘AI-Helper

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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