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Satadruta Mookherjee

Grenoble Ecole de Management - ESC Grenoble

Professor

SCHOLARLY PAPERS

2

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166

TOTAL CITATIONS

4

Scholarly Papers (2)

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1.

Advertising Green Products on Brand's Official Social Media Accounts or Mega-Influencer Accounts?

Number of pages: 42 Posted: 07 Jan 2025
Yiping Song, Jiming Wu, Satadruta Mookherjee and Indranil Bose
affiliation not provided to SSRN, NEOMA Business School, Grenoble Ecole de Management - ESC Grenoble and affiliation not provided to SSRN
Downloads 119 (600,462)
Citation 1

Abstract:

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influencer marketing, green advertising, social media marketing, ELM, product attitude

2.

Advertising Green Products on Brands' Official Social Media Accounts or Mega-influencer Accounts?

Information & Management, volume 63, issue 1, 2026[10.1016/j.im.2025.104259]
Number of pages: 15 Posted: 23 Oct 2025 Last Revised: 26 Nov 2025
Yiping (Amy) Song, Jiming Wu, Satadruta Mookherjee and Indranil Bose
NEOMA Business School, NEOMA Business School, Grenoble Ecole de Management - ESC Grenoble and NEOMA Business School
Downloads 47 (1,121,190)
Citation 3

Abstract:

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Elaboration likelihood model (ELM), Influencer marketing, Green advertising, Product attitude, Social media marketing