Sunghee Jun
Biographic Data
| ID | 10734293 |
|---|---|
| NAME | Sunghee Jun |
| GIVEN NAMES | Sunghee |
| FAMILY NAME | Jun |
| SIGNATURE | JUN S |
| VERIFIED | No |
| TOTAL WORKS | 1 |
| TOTAL CITATIONS | 0 |
| WORKS AS AUTHOR | 1 |
| WORKS AS EDITOR | 0 |
| FIRST PUBLICATION YEAR | 2020 |
| LATEST PUBLICATION YEAR | 2020 |
| H-INDEX | 0 |
What makes followers loyal? The role of influencer interactivity in building influencer brand equity
Purpose This paper aims to present a mechanism that explains how followers become loyal to social media influencers. It suggests influencer interactivity as a unique feature of influencer brands and investigates how it affects influencer authenticity, emotional attachment, and thus brand loyalty. Design/methodology/approach A cross-sectional survey of 282 social media users was conducted to estimate the conceptual model. Participants were asked t…
No prominent works on this page.
What makes followers loyal? The role of influencer interactivity in building influencer brand equity
Purpose This paper aims to present a mechanism that explains how followers become loyal to social media influencers. It suggests influencer interactivity as a unique feature of influencer brands and investigates how it affects influencer authenticity, emotional attachment, and thus brand loyalty. Design/methodology/approach A cross-sectional survey of 282 social media users was conducted to estimate the conceptual model. Participants were asked t…
Advertising (1 work) · Brand awareness (1 work) · Brand equity (1 work) · Brand Loyalty (1 work) · Brand management (1 work) · Business (1 work) · Computer Science (1 work) · Creativity (1 work) · Digital Communication and Language (1 work) · Digital Marketing and Social Media (1 work)