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This research proposal is intended to explore the strategy-oriented decision problem of the flow of effect that influencer scandals have on consumers' perception of a
This research proposal is intended to explore the strategy-oriented decision problem of "the flow of effect that influencer scandals have on consumers' perception of a brand." With influencer marketing on the rise as the most used form of social media advertising, how do consumers perceive brands through influencers? Do influencers have power over a consumer's perception of a brand as a result of a scandal? Are the motivations of an influencer enough to affect consumers purchasing behaviours?
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