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Exploring the dynamics of consumer engagement in social media influencer marketing: from the self-determination theory perspective

Business

Exploring the dynamics of consumer engagement in social media influencer marketing: from the self-determination theory perspective

C. Gu and Q. Duan

This captivating study by Chenyu Gu and Quting Duan delves into the intricate ways consumers engage with social media influencer marketing. Utilizing self-determination theory, the research reveals that while influencers can draw initial interest, true engagement hinges on the quality of advertising content and social connections.

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