Beatriz Graça Casais

University of Minho

Braga, 4700

Portugal

  • University of Minho

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The Effect of Macro Celebrity and Micro Influencer Endorsements on Consumer-Brand Engagement in Instagram

Rios Marques, I., Casais, B. & Camilleri, M.A. (2020). The effect of macro celebrity and micro influencer endorsements on consumer-brand engagement on Instagram. In Camilleri, M.A. (Ed.) Strategic Corporate Communication in the Digital Age, Emerald, Bingley, UK.
Number of pages: 20 Posted: 12 Jan 2021
Inês Rios de Castro Marques, Beatriz Graça Casais and Mark Anthony Camilleri
affiliation not provided to SSRN, University of Minho and University of Malta
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Abstract:

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influencer marketing, consumer brand engagement, Instagram, social media, branding, brand management, macro influencers, micro influencers, brand endorsers