Online engagement and the role of digital influencers in product endorsement on Instagram

MJ De Brito Silva, S Alencar de Farias, Michelle Kovacs, M. Lourdes Barbosa

Research output: Contribution to conference › Paper

Original languageEnglish
Pages1-16
Publication statusPublished - 2019
EventCongresso Latino-Americano de Varejo e Consumo: Digital Transformation in Retailing - CLAV - Sao Paulo, Brazil
Duration: 24 Oct 2019 → 25 Oct 2019

Conference

ConferenceCongresso Latino-Americano de Varejo e Consumo: Digital Transformation in Retailing - CLAV
CountryBrazil
CitySao Paulo
Period24/10/19 → 25/10/19

Keywords

  • engagement
  • digital influencer
  • relationship
  • marketing
  • Instagram

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    De Brito Silva, MJ., Alencar de Farias, S., Kovacs, M., & Lourdes Barbosa, M. (2019). Online engagement and the role of digital influencers in product endorsement on Instagram. 1-16. Paper presented at Congresso Latino-Americano de Varejo e Consumo: Digital Transformation in Retailing - CLAV, Sao Paulo, Brazil. http://bibliotecadigital.fgv.br/ocs/index.php/clav/clav2019/paper/view/7106/2000