Influencer-Generated Reference Groups
نویسندگان
چکیده
Abstract This article explores the idea that consumer influencers can shape reference group meanings in social media. Through a survey which over 5,000 participants provided open-ended associations for 25 major brands, authors find media either strengthen or change brand associations. Specifically, typicality of influencer (relative to brand’s stereotypical consumer) ideas about perceived homogeneity consumers, ultimately influences strength and tightness research combines seminal theories regarding cultural sociological on branding, concepts relating stereotype change, multi-method approach assess new digital flows meaning from brands.
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ژورنال
عنوان ژورنال: Journal of Consumer Research
سال: 2021
ISSN: ['1537-5277', '0093-5301']
DOI: https://doi.org/10.1093/jcr/ucab056