Abstract
… Influencers are brand advocates, experts, pioneers in their field, recognised by opinion leaders (Rinka & Pratt 2018), who … 2019; Lim et al. 2017) Brand equity • I view brands as stronger when they use social media influencers as part of their social media marketing …
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CITATION STYLE
APA
Mgiba, F. M., & Nyamande, N. (2020). Persuasive influencers and the millennials : how their relationships affect brand, value, and relationship equities, and customers’ intention to purchase. Journal of Contemporary Management, 17(2), 492–522. https://doi.org/10.35683/jcm19115.88
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