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The impact of social media influencers’ bragging language styles on consumers’ attitudes toward luxury brands: The dual mediation of envy and trustworthiness
On social media, luxury brand managers often use influencers’ bragging language as a marketing tool. As modesty is considered a virtue in the Chinese context, Chinese influencers tend to adopt a humblebragging language style. Research has examined the impact of bragging language styles on luxury bra...
| Autores principales: | , , |
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| Formato: | Online Artículo Texto |
| Lenguaje: | English |
| Publicado: |
Frontiers Media S.A.
2023
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| Materias: | |
| Acceso en línea: | https://www.ncbi.nlm.nih.gov/pmc/articles/PMC9893890/ https://www.ncbi.nlm.nih.gov/pubmed/36743651 http://dx.doi.org/10.3389/fpsyg.2022.1113655 |