Browsing by Subject "Branded Fashion Retail, Consumer Brand Relationship, Consumer Innovativeness, Influencer Marketing, Social Media Influencers"

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Impact of Social Media Influencers on Consumer Brand Relationship of Branded Fashion in SL with Moderating Role of Consumer Innovativeness

Jayasinghe, Darshana T.; Wanninayake, W.M.C.B. (Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya, Sri Lanka., 2021)

Social media disrupted the communication strategies of organizations globally and brought opportunities for marketers to reach customers effectively. Influencer Marketing (IM) is relatively a new discipline in contemporary ...

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