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Journal of Promotion Management Volume 29, 2023 - Issue 3
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Research Article

Mega-Influencers as Online Opinion Leaders: Establishing Cosmetic Brand Engagement on Social Media

Rachma Fitriatia Faculty of Administrative Science, Universitas Indonesia, Depok, IndonesiaCorrespondence[email protected]
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,
Inggit Sekar Madu Siwia Faculty of Administrative Science, Universitas Indonesia, Depok, IndonesiaView further author information
, Munawaroh & Rudiyanto
Pages 359-382 | Published online: 16 Nov 2022

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Imran Anwar Mir & Jari Salo. (2024) Analyzing the Influence of Social Media Influencer’s Attributes and Content Esthetics on Endorsed Brand Attitude and Brand-Link Click Behavior: The Mediating Role of Brand Content Engagement. Journal of Promotion Management 30:1, pages 1-28.
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Fereshte Rasty, Seyed Mohammad Tabataba’i-Nasab, Mojtaba Poorrezaei, Seyed Mahdi Alhosseini Almodarresi & Saeid Saeida Ardekani. (2023) Consumer Engagement with Restaurant Brand Pages: A Multidimensional Categorization of Antecedents and Consequences. Journal of Promotion Management 29:7, pages 1015-1052.
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