I Like What She's #Endorsing: The Impact of Female Social Media Influencers' Perceived Sincerity, Consumer Envy, and Product Type

In an examination of influencer success, the current research draws from brand personality literature and identifies social media influencers (SMIs) as human brands. Specifically, this research examines how an influencer's perceived sincerity trait and consumer envy influence consumers' ev...

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Bibliographic Details
Published in:Journal of interactive advertising 2020-01, Vol.20 (1), p.76-91
Main Authors: Lee, Jung Ah, Eastin, Matthew S.
Format: Article
Language:English
Subjects:
Brand placements
envy
influencer marketing
sincerity
social media influencer
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