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Examining the effectiveness of fashion marketing on social media: An experiment on influencer’s reputation, post type, and online eWOM valence
This paper investigates the three key determinants of digital marketing and consumer behaviour associated with fashion marketing on social media. The aim of the research is to explore the aspects of Instagram via the R.E.A.N. framework and the purchase intention in fashion consumption. The conceptua...
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| Main Authors: | , |
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| Format: | Default Conference proceeding |
| Published: |
2019
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| Subjects: | |
| Online Access: | https://hdl.handle.net/2134/38068 |
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