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Brand Endorsement on Instagram : How do expertise and similarity affect endorsed and alternative brands via searching behavior?
https://doi.org/10.32286/00026194
https://doi.org/10.32286/0002619468f5e785-ddb2-4e64-8407-67139cddcedf
名前 / ファイル | ライセンス | アクション |
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KU-1100-20220300-02.pdf (512.9 kB)
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Item type | 紀要論文 / Departmental Bulletin Paper(1) | |||||
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公開日 | 2022-03-24 | |||||
タイトル | ||||||
タイトル | Brand Endorsement on Instagram : How do expertise and similarity affect endorsed and alternative brands via searching behavior? | |||||
言語 | ||||||
言語 | eng | |||||
資源タイプ | ||||||
資源タイプ識別子 | http://purl.org/coar/resource_type/c_6501 | |||||
資源タイプ | departmental bulletin paper | |||||
ID登録 | ||||||
ID登録 | 10.32286/00026194 | |||||
ID登録タイプ | JaLC | |||||
著者 |
岸谷, 和広
× 岸谷, 和広 |
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著者別名 | ||||||
姓名 | 岸谷, 和広 | |||||
概要 | ||||||
内容記述タイプ | Other | |||||
内容記述 | This study focuses on brand endorsement on Instagram, examining the influence of the perceived expertise and similarity of a poster on searching behavior and purchase intention regarding a posted brand and a similar brand using survey data from a sample of Japanese Instagram social networking site (SNS) users. The research also tests the mediating effect of perceived expertise and similarity on a posted or similar brand through searching behavior as an indirect effect. It concludes with contributions toward the study of SNS and the direction of future research. | |||||
書誌情報 |
Kansai University review of business and commerce 巻 21, p. 17-29, 発行日 2022-03 |
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ISSN | ||||||
収録物識別子タイプ | ISSN | |||||
収録物識別子 | 13448455 | |||||
書誌レコードID | ||||||
収録物識別子タイプ | NCID | |||||
収録物識別子 | AA11662421 | |||||
著者版フラグ | ||||||
出版タイプ | VoR | |||||
出版タイプResource | http://purl.org/coar/version/c_970fb48d4fbd8a85 | |||||
出版者 | ||||||
出版者 | Faculty of Business and Commerce, Kansai University | |||||
出版者(他言語) | ||||||
関西大学商学部 | ||||||
キーワード | ||||||
主題Scheme | Other | |||||
主題 | Brand endorsement | |||||
キーワード | ||||||
主題Scheme | Other | |||||
主題 | ||||||
キーワード | ||||||
主題Scheme | Other | |||||
主題 | Spill-over effect | |||||
キーワード | ||||||
主題Scheme | Other | |||||
主題 | 関西大学 | |||||
キーワード | ||||||
主題Scheme | Other | |||||
主題 | Kansai University |