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Aliar-se a influenciadores ou a celebridades?

Author

Listed:
  • Gabriela Fasanella

    (Consultora e mestre em Administração pela FGV EAESP)

  • Fábio Shimabukuro Sandes

    (Professor de Marketing na Universidade Lusófona)

  • Eliane Pereira Zamith Brito

    (Professora de Marketing na FGV EAESP)

Abstract

Analisar o fenômeno de influência nas redes sociais, discutindo as diferenças entre as celebridades e os influenciadores digitais, ressaltando os aspectos a serem considerados pelos gestores de marcas que se associam a esses atores digitais.

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Handle: RePEc:ekm:gvexec:v:22:y:2023:i:2:id:89198
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