1. Ktisis Cyprus University of Technology
  2. Cyprus University of Technology (Research Output)
  3. Δημοσιεύσεις σε συνέδρια /Conference papers or poster or presentation
Please use this identifier to cite or link to this item: https://hdl.handle.net/20.500.14279/32219
DC FieldValueLanguage
dc.contributor.authorZarkada, Anna K.-
dc.date.accessioned2024-03-12T05:24:50Z-
dc.date.available2024-03-12T05:24:50Z-
dc.date.issued2023-04-03-
dc.identifier.citation27th International Conference on Corporate and Marketing Communications, 2023, 3-4 April, United Kingdomen_US
dc.identifier.urihttps://hdl.handle.net/20.500.14279/32219-
dc.description.abstractSince 2017 influencer marketing spend is reported to have grown exponentially but its growth rate is slowing down (Statista Research Department 2023) and lags behind that of traditional channels (The Business Research Company 2023) despite claims that influencer marketing is “the fastest-growing channel for brands” because “[i]nfluencers are trusted by millions of consumers” who “depend on influencer recommendations ” for their purchases (Digital Marketing Institute 2021). This paper puts the hype to the test and presents an in-depth in vivo investigation of actual consumer engagement with a celebrity Social Media Influencer (SMIs) and her product brandsen_US
dc.formatpdfen_US
dc.language.isoenen_US
dc.subjectSocial media marketingen_US
dc.subjectInfluencersen_US
dc.subjectSocial media influencersen_US
dc.subjectBrand engagementen_US
dc.subjectConsumer behaviouren_US
dc.subjectContenten_US
dc.titleMega-influencer and celebrity brand engagement: antecedents and effect on fans’ purchasing behavioursen_US
dc.typeConference Papersen_US
dc.collaborationCyprus University of Technologyen_US
dc.subject.categoryEconomics and Businessen_US
dc.countryCyprusen_US
dc.subject.fieldSocial Sciencesen_US
dc.publicationPeer Revieweden_US
dc.relation.conferenceInternational Conference on Corporate and Marketing Communicationsen_US
cut.common.academicyear2022-2023en_US
item.openairetypeconferenceObject-
item.cerifentitytypePublications-
item.fulltextWith Fulltext-
item.grantfulltextopen-
item.openairecristypehttp://purl.org/coar/resource_type/c_c94f-
item.languageiso639-1en-
crisitem.author.deptDepartment of Communication and Marketing-
crisitem.author.facultyFaculty of Communication and Media Studies-
crisitem.author.orcid0000-0002-9382-6412-
crisitem.author.parentorgFaculty of Communication and Media Studies-
Appears in Collections:Δημοσιεύσεις σε συνέδρια /Conference papers or poster or presentation
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