Is it real or not? construction of meaning and identity in virtual influencer marketing
Journal Article
Thompson, J., Igarashi, R., Krowinska, A., & Logan-McFarlane, A. (2025)
Is it real or not? construction of meaning and identity in virtual influencer marketing. Journal of Business Research, 194, Article 115362. https://doi.org/10.1016/j.jbusres.2025.115362
Virtual influencers (VIs) are an emerging category of social media influencer. Through a sequential mixed-method research design, this research employs the theoretical lens of...
Contemporary and Emerging Content Marketing Trends
Book Chapter
Kurtzke, S. (2023)
Contemporary and Emerging Content Marketing Trends. In A. Krowinska, C. Backhaus, B. Becker, & F. Bosser (Eds.), Digital Content Marketing: Creating Value in Practice. London: Routledge. https://doi.org/10.4324/9781003346500-12
As technology is evolving, so is content marketing. This final chapter considers contemporary and emerging content marketing trends. It is difficult to predict exactly how con...
Fifty shades of consumer engagement: an exploration of factors influencing digital natives' brand-related consumer engagement behaviours on Facebook.
Thesis
Krowinska, A. Fifty shades of consumer engagement: an exploration of factors influencing digital natives' brand-related consumer engagement behaviours on Facebook. (Thesis)
麻豆社区. Retrieved from http://researchrepository.napier.ac.uk/Output/1034828
Grounded in a constructivist paradigm, this thesis contributes to an emerging body of scholarship on the consumer engagement concept. In this research, the author conceptualis...