The role of digital influencers in ... - SAGE Publications Inc

The traditional communication process has undergone a transformation, evolving from a one-to-many structure to many-to-many. This evolution was made possible by the emergence of the Internet as a medium, which changed the way companies connect with their consumers (Hoffman & Novak, 1996), and opening space for new behaviours based on interactions and experiences (Lamberton & Stephen, 2016). ................
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