Consumer Engagement in Social media: The Impact of Influencer Marketing on Millennials’ Cosmetic Purchasing Behavior in China

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Consumer Engagement in Social media: The Impact of Influencer Marketing on Millennials’ Cosmetic Purchasing Behavior in China

An emerging marketing strategy, influencer marketing, has become rapidly popular in the marketing field in recent years. It relies on the appeal of Internet celebrities (opinion leaders) among fans to stimulate or influence consumers’ cognition or attitude towards the brand, to achieve the correspon...

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Bibliographic Details
Main Author:	Liang, Yuan
Format:	Dissertation (University of Nottingham only)
Language:	English
Published:	2019
Online Access:	https://eprints.nottingham.ac.uk/57950/

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