Can I read 10 1108 - Ccij 03 2022 0023 on EtoBox?

10 1108 - Ccij 03 2022 0023 by kannika.mehrotra is a document available to read on EtoBox.

What is 10 1108 - Ccij 03 2022 0023 about?

This paper examines the challenges of digital advertising through the lens of the influencer phenomenon, focusing on perceptions from Generation Z and Generation X. Utilizing a quantitative methodology, the study identifies key characteristics of influencers, such as strength, fairness, engagement, trustworthiness, and social role, and highlights intergenerational differences in their perceptions. The findings aim to inform advertising strategies by emphasizing the importance of understanding audience perce

Author

kannika.mehrotra

Language

EN