Browsing Volumen 23. Número 2 (2023) by Author "Navarro Cisternas, Carolina"
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Influencers who most engage on Instagram. The effect of their expertise, taste leadership and opinion leadership on their followers’ behavioural intentions
Pérez Cabañero, Carmen; Veas González, Ivan; Navarro Cisternas, Carolina; Zuleta Cortés, Hugo; Urizar Urizar, Camila (Instituto de Economía Aplicada a la Empresa (Universidad del País Vasco UPV/EHU), 2023-05-31)[EN] This study aims at explaining the impact of Instagram social media influencers on behavioural intentions (i.e., intentions to interact with them and recommend them, and also purchase the products they endorse or post). ...