What Makes Digital Content Influential? A Comparison of Celebrities and Influencers: An Abstract
What Makes Digital Content Influential? A Comparison of Celebrities and Influencers: An Abstract
Kirsten Cowan,L. Hunt
2018 · DOI: 10.1007/978-3-030-02568-7_147
1 Citations
TLDR
A large number of marketers identify UGC as effective for brand promotion because consumers perceive it as more credible than marketer-generated content (MGC) and have paid celebrities and social media influencers to create UGC.