Battle of Influence:Analysing the Impact of Brand-Directed and Influencer-Directed Social Media Marketing on Customer Engagement and Purchase Behaviour
Year of publication
2024
Authors
Kumar, Ashish; Rayne, Daniel; Salo, J; Yiu, Ching Sophia
Organizations and authors
University of Helsinki
Salo J
Publication type
Publication format
Article
Report
No
Parent publication type
Journal
Article type
Original articleAudience
ScientificPeer-reviewed
Peer-ReviewedMINEDU's publication type classification code
A1 Journal article (refereed), original researchPublication channel information
Journal/Series
Parent publication name
ISSN
Publication forum
Publication forum level
1
Open access
Open access in the publisher’s service
Yes
Open access of publication channel
Partially open publication channel
License of the publisher’s version
CC BY NC
Self-archived
Yes
License of the self-archived publication
CC BY NC
Other information
Fields of science
Economics
Identified topic
[object Object]
Publication country
United States
Internationality of the publisher
International
Language
English
International co-publication
Yes
Co-publication with a company
No
DOI
10.1177/14413582241247391
The publication is included in the Ministry of Education and Culture’s Publication data collection
Yes