Violations of consumers’ expectations of influencer marketing authenticity: impact on the customer journey
Influencer marketing has grown in popularity in recent years. More brands are utilizing influencers to promote products and services. However, influencer marketing has faced growing criticism due to an emerging authenticity crisis. Consumers are becoming more critical and aware of deceptive and over...
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| Other Authors: | , , , |
| Format: | Master's thesis |
| Language: | eng |
| Published: |
2025
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| Subjects: | |
| Online Access: | https://jyx.jyu.fi/handle/123456789/103306 |