Brand Endorsers with Role Model Function
Social media influencers (SMIs) are taking on new roles in the communication environment of their followers as persuasive agents, opinion leaders, brand endorsers, and role models. Taking a look from the perspective of SMIs as agents in the persuasion attempt and their advertising literacy, our stu...
| Main Authors: | , |
|---|---|
| Format: | Article |
| Language: | deu |
| Published: |
MedienPädagogik
2021-07-01
|
| Series: | MedienPädagogik: Zeitschrift für Theorie und Praxis der Medienbildung |
| Subjects: | |
| Online Access: | https://www.medienpaed.com/article/view/1046 |