(National Research University Higher School of Economics) Physical attractiveness, high-quality photos, interesting content, engagement with the audience, and subject competence are the key contributing factors to Instagram micro-celebrities' success, according to a study which examines the influence of online celebrity endorsers on consumer purchase intentions. The research was conducted by Oxana Trofimenko from HSE University jointly with Elmira Djafarova of Newcastle Business School.
from EurekAlert! - Social and Behavioral Science https://ift.tt/2vrZ0hf
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