Trust me, trust me not: A nuanced view of influencer marketing on social media

Social media influencers are widely employed as a marketing strategy as they successfully attain trust from followers. Applying the social exchange theory and its principle of reciprocity, this study investigated whether the source characteristics of an influencer (i.e., expertise, authenticity, phy...

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Bibliographic Details
Published in:Journal of business research 2021-09, Vol.134, p.223-232
Main Authors: Kim, Do Yuon, Kim, Hye-Young
Format: Article
Language:English
Subjects:
Influencer
Marketing
Personal appearance
Reciprocity
Relationship strength
Social exchange theory
Social media
Trust
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