most citedExamining the Impact of Source-product Congruence and Sponsorship Disclosure on the Communicative Effectiveness of Instagram Influencers

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cs.SI2022★ 1 cited

Examining the Impact of Source-product Congruence and Sponsorship Disclosure on the Communicative Effectiveness of Instagram Influencers

Yi Xin Lim, Weiyu Zhang

Guided by the Persuasion Knowledge Model and the Attribution Theory, this study investigates the perceived source expertise-product attribute congruence and sponsorship disclosure…