"The TikTok Equation: How Congruence Drives Influencer Marketing Success - ..."

Rebecca Maria Heigl, Patrick Weber, Oliver Hinz (2024)

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DOI: —

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type: Conference or Workshop Paper

metadata version: 2024-11-19

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Rebecca Maria Heigl, Patrick Weber, Oliver Hinz:
The TikTok Equation: How Congruence Drives Influencer Marketing Success - A Mixed-Methods Study. ECIS 2024

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