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【With the same tag:【名人资本】 Found 1 articles】
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| F270
The Value Co-creation Mechanism of Celebrity Endorsement: Netnography of Multiple Fan Communities
Zhou Yijin
,
Bai Meijiadai
Unlike the passive consumers depicted by the traditional theories of celebrity endorsement, nowadays it is the fan community that plays a crucial role especially in the process of new cele...
First published at: Jan 20, 2021
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ESI
doi:
10.16538/j.cnki.fem.20200723.301
Foreign Economics & Management
, Vol. 43, Issue 01
, pp. 3 - 22
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