Promoting healthy foods in the new digital era on Instagram: an experimental study on the effect of a popular real versus fictitious fit influencer on brand attitude and purchase intentions

BACKGROUND: Most studies on social influencer marketing techniques have focused on the promotion of unhealthy foods whereas little is known about the promotion of healthier foods. The present experimental study investigated whether a popular real versus fictitious fit influencer is more successful i...

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Detalles Bibliográficos
Autores principales: Folkvord, Frans, Roes, Elze, Bevelander, Kirsten
Formato: Online Artículo Texto
Lenguaje:English
Publicado: BioMed Central 2020
Materias:
Research Article
Acceso en línea:https://www.ncbi.nlm.nih.gov/pmc/articles/PMC7654141/
https://www.ncbi.nlm.nih.gov/pubmed/33167953
http://dx.doi.org/10.1186/s12889-020-09779-y

Internet

https://www.ncbi.nlm.nih.gov/pmc/articles/PMC7654141/
https://www.ncbi.nlm.nih.gov/pubmed/33167953
http://dx.doi.org/10.1186/s12889-020-09779-y

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