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What makes followers loyal? The role of influencer interactivity in building influencer brand equity
Jun, Sunghee;
Yi, Jisu
Article
Issue Date
2020
Citation
JOURNAL OF PRODUCT AND BRAND MANAGEMENT, v.29, no.6, pp.803 - 814
Publisher
EMERALD GROUP PUBLISHING LTD
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Yi, Jisu
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Jun, Sunghee
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ANTECEDENTS
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ATTACHMENT
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AUTHENTICITY
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Authenticity
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Brand loyalty
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Brand trust
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Digital marketing
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2020
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