articleJournal of Retailing and Consumer ServicesFeb 8, 2022Closed access

“I follow what you post!”: The role of social media influencers’ content characteristics in consumers' online brand-related activities (COBRAs)

MLMan Lai CheungWKWilson K.S. LeungECEugene Cheng‐Xi AwKYKian Yeik Koay

Hang Seng University of Hong Kong · University of Newcastle Australia · +4 more institutions

Indexed incrossref

Abstract

No abstract available for this paper.

Citation impact

244
total citations
FWCI
89.18
Percentile
100%
References
105
Citations per year

Authors

4

Topics & keywords

Topics
Keywords
  • Influencer marketing
  • Social media
  • Creativity
  • Quality (philosophy)
  • Psychology
  • Identification (biology)
  • Structural equation modeling
  • Grounded theory
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