Articles tagged with: Instagram

The impact of virtual influencer product placement on brand awareness in Indonesia

Cokki, Lydiawati Soelaiman, Miharni Tjokrosaputro
Innovative Marketing Volume 21 2025, Issue #2

Ascertaining the antecedents of Generation Y consumers’ perceived utility of celebrity influencers’ fashion content on Instagram and consequent fashion brand predispositions and purchase intentions

Ayesha Bevan-Dye, Lebohang G. Motaung
Innovative Marketing Volume 19 2023, Issue #4

Online strategies of brands: A case of Portuguese luxury fashion designers

Sandrina Teixeira, José Luís Reis, Belém Barbosa, Sofia Ferreira
Innovative Marketing Volume 19 2023, Issue #1