Brand engagement in self-concept for influencer marketing: the role of product involvement as a moderator / Chin Jing Xuan ... [et al.]

• Main Authors: Xuan, Chin Jing, Liat, Cheng Boon, Chalke, *Anuja, Idris, Izian
• Format: Article
• Language: English
• Published: 2023
• Subjects: Business; Management
• Online Access: https://ir.uitm.edu.my/id/eprint/81208/1/81208.pdf; https://ir.uitm.edu.my/id/eprint/81208/; https://e-ajuitmct.uitm.edu.my/v3/

Despite the rise of influencer marketing in creating brand engagement with customers on social media platforms, there exists limited understanding about the factors that contribute to brand engagement in self-concept (BESC) among social media followers. BESC is instrumental in increasing a brand’s p...