A conceptual framework for consumer engagement in social media influencer posts
- Title
- A conceptual framework for consumer engagement in social media influencer posts
- Creator
- Kanaveedu A.; Kalapurackal J.J.; Elangovan N.; Sinha M.
- Description
- Influencer marketing has received significant attention and is considered as the best way to build consumer engagement with the brand. However, research on Influencer marketing is burgeoning, and it is important to study the consumer behaviour associated with influencer marketing. Therefore, this study proposes a logical conceptual framework by integrating various construct such as ad recognition, informativeness, deceptiveness, irritation, entertainment, ad content value, and consumer engagement from various theories and provides implications for marketers to frame an effective marketing campaign and policymakers to formulate policies to protect consumers from deceptive advertising practice. 2024, IGI Global. All rights reserved.
- Source
- New Trends in Marketing and Consumer Science, pp. 72-88.
- Date
- 2024-01-01
- Publisher
- IGI Global
- Coverage
- Kanaveedu A., School of Business and Management, Christ University, Bengaluru, India; Kalapurackal J.J., School of Business and Management, Christ University, Bengaluru, India; Elangovan N., School of Business and Management, Christ University, Bengaluru, India; Sinha M., School of Business and Management, Christ University, Bengaluru, India
- Rights
- Restricted Access
- Relation
- ISBN: 979-836932755-5; 979-836932754-8
- Format
- Online
- Language
- English
- Type
- Book chapter
Collection
Citation
Kanaveedu A.; Kalapurackal J.J.; Elangovan N.; Sinha M., “A conceptual framework for consumer engagement in social media influencer posts,” CHRIST (Deemed To Be University) Institutional Repository, accessed February 24, 2025, https://archives.christuniversity.in/items/show/17672.