@article{oai:kansai-u.repo.nii.ac.jp:00022177,
 author = {岸谷, 和広 and Kishiya, Kazuhiro},
 journal = {Kansai University review of business and commerce},
 month = {Mar},
 note = {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.},
 pages = {17--29},
 title = {Brand Endorsement on Instagram : How do expertise and similarity affect endorsed and alternative brands via searching behavior?},
 volume = {21},
 year = {2022}
}