Consumers’ healthy lifestyle as a determinant of the influence of microcelebrities and microinfluencers
Purpose – This study analyzes what type of influencer – microcelebrity or microinfluencer – is best suited to promoting healthy food brands and how that influence depends on consumers’ healthy lifestyles. Design/methodology/approach – An empirical study with a real healthy food brand was developed i...
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| Main Authors: | , , , |
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| Format: | Article |
| Language: | English |
| Published: |
Emerald Publishing
2025-04-01
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| Series: | European Journal of Management and Business Economics |
| Subjects: | |
| Online Access: | https://www.emerald.com/insight/content/doi/10.1108/EJMBE-02-2024-0041/full/pdf |
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