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The Power of Digital Creators: Bridging Industry and Academic Research on Creator-Driven Marketing Strategies
作者Justine Rapp Farrell; Sean Sands; Carla Ferraro
作者单位1. Department of Marketing, University of San Diego; 2. Department of Management & Marketing, Swinburne University of Technology; 3. Marketing, Department of Management & Marketing, Swinburne University of Technology
Do Virtual Influencers Work for Luxury Brands? How Influencer Type and Message Appeal Shape Consumer Responses Through Schema Congruity
作者Madhurima Deb; Sita Mishra; Sheetal Jain
作者单位1. Indian Institute of Management, Kashipur; 2. Institute of Management Technology, Ghaziabad; 3. Luxe Analytics
Luxury Fashion’s Transparency Paradox on TikTok: Balancing Openness and Exclusivity
作者Nayla Khan; Valentina Mazzoli; Giampaolo Viglia; Michaela Merk
作者单位1. Kingston University; 2. University of Verona; 3. University of Portsmouth; 4. Prague University of Economics and Business; 5. Audencia Business School
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