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Journal of Interactive Advertising Volume 23, 2023 - Issue 4

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Comparing E-Commerce Micro- and Macroinfluencers in TikTok Videos: Effects of Strategies on Audience Likes, Audience Shares, and Brand Sales

Terri H. Chana Chinese University of Hong Kong, Hong Kong, ChinaView further author information

Kineta Hungb Hong Kong Baptist University, Hong Kong, ChinaCorrespondence[email protected]
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David K. Tsec University of Hong Kong, Hong Kong, ChinaView further author information

Pages 307-322 | Published online: 27 Nov 2023

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https://doi.org/10.1080/15252019.2023.2273253
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